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In the context of the development of the Internet, third-party comment platforms had flourished. With their strong user interaction and the ability to spread viral word-of- mouth information, they subverted the traditional ways and models of word-of-mouth communication. In the era of rapid development of intelligent technology, consumers would rely on the online word-of-mouth information of third-party review platforms when choosing catering brands. With the help of the powerful information dissemination ability of the Internet platform, IWOM delivered a large amount of valuable reference information to consumers. Therefore, it would be great to study the influence of online word-of-mouth information dissemination in third-party comment platforms on consumers' brand selection and for merchants to carry out accurate online marketing activities. The study objectives were to explore the influence mechanism of the third-party review platform on Sichuan consumer brand selection based on the demographic factors of gender, age, and monthly disposable income; analyze the influencing factors of homogeneity, relationship strength, specialty, website credibility, quality, quantity, and direction in third-party review platform of consumer brand selection in Sichuan, and; suggest the improvement of online word-of- mouth influencing mechanisms in third-review platforms affecting Sichuan consumers' choice of brand selection. Four hundred thirty-eight questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling between May and June 2022. The results showed that platform homogeneity, relationship strength, platform specialty, website credibility, message quality, message quantity, and message direction significantly affect Sichuan consumers' brand selection. As a result, this study would bring a certain degree of information for third-party review platforms in building their respective strategies for creating consumer brand selection.