数字经济平台中流行度线索对消费者购买行为的影响研究——来自元分析的证据

摘要/Abstract

摘要： 在数字经济平台中，越来越多的品牌商通过管理和设计流行度线索来提升产品感知价值，进而促使消费者购买。但现有文献对流行度线索和消费者购买行为之间的关系尚未形成一致结论，二者间关系方向、强弱和边界条件仍不清晰。本文基于线索利用理论，对128篇实证研究中的10644809个样本进行元分析，探究流行度线索对消费者购买行为的影响及其调节因素。研究发现，流行度线索与消费者购买行为呈中等强度正相关，且流行度线索特征、产品特征、消费者购买动机以及平台属性对这一关系均具有调节作用。研究结论有助于解释当前文献存在的矛盾观点，并启示学者关注流行度线索在不同边界条件下的具体影响机制。同时，本研究为营销管理人员正确运用流行度线索提供了理论指导。

关键词: 流行度线索, 消费者购买行为, 产品特征, 购买动机, 元分析

Abstract: In digital economy platforms, an increasing number of brands enhance perceived product value and stimulate consumer purchases by managing and designing popularity cues. However, existing literature has not reached a consensus on the relationship between popularity cues and consumer purchase behavior, leaving the direction, strength, and boundary conditions of this relationship unclear. This study, grounded in cue utilization theory, conducts a meta-analysis of 128 empirical studies encompassing a total of 10,644,809 samples to explore the impact of popularity cues on consumer purchase behavior and the moderating factors involved. The findings reveal a moderate positive correlation between popularity cues and consumer purchase behavior, with the characteristics of the popularity cues, product features, consumer purchase motivations, and platform attributes all serving as moderating factors in this relationship. These conclusions help explain the conflicting perspectives present in current literature and encourage scholars to examine the specific mechanisms of popularity cues under different boundary conditions. Moreover, this study provides theoretical guidance for marketing managers on the effective use of popularity cues.

王江哲, 叶浩宇, 刘益. 数字经济平台中流行度线索对消费者购买行为的影响研究——来自元分析的证据[J]. 管理评论, 2026, 38(2): 160-172.

Wang Jiangzhe, Ye Haoyu, Liu Yi. The Impact of Popularity Cues on Consumer Purchase Behavior in Digital Economy Platforms: Evidence from a Meta-analysis[J]. Management Review, 2026, 38(2): 160-172.

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