Abstract：Drawing on the consumers’ herding and the functional theory of attitude, this paper examines how the products’ sales information on e-commerce platform influences consumers’ attention and product choice. Study 1 and study 2 found that, firstly, sales information on e-commerce platform has a significant positive impact on consumers’ attention and product choice. Secondly, product type moderates the relationships among sales information on e-commerce platform, consumers’ attention and consumers’ choice: the sales of functional products has a positive impact on consumer’ attention, so that consumers are more willing to choosing functional products with higher sales; however, the positive impact of sales information on consumer attention from symbolic products is significantly weaken,and consumers are more likely to buy a symbolic(versus functional) product with lower sales.
万晓榆，王葶亦，吴继飞，张洪. 电商平台销量信息对消费者注意力及产品选择的影响[J]. 管理学报, 2018, 15(6): 884-.
WAN Xiaoyu，WANG Tingyi，WU Jifei，ZHANG Hong. The Impact of Sales Information from E-Commerce Platform on Consumers’ Attention and Product Choice-The Moderating Effect of Product Types. Chinese Journal of Management, 2018, 15(6): 884-.
