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.
