Abstract: Online reputation level represents the attitude of consumers towards products and reflects the business performance. For potential consumers, how does online reputation affect their attention，and whether it can effectively attract customers for merchants? Based on the data of Dianping.com, the online reputation level of merchants by the star level, and the attention of consumers by the number of total clicks are measured, so as to build the impact of online reputation level on the attention of consumers. Results show that the influence of online reputation level and consumer attention has an inverted U-shaped curve. The herd effect is used to explain the following behavior of consumers. After the rational herd effect takes the lead, the continuous improvement of reputation has a restraining effect on the attention of consumers, and the product attributes and store attributes of restaurants have a regulating effect. The conclusion of this study has reference value for both consumers and businesses.

Key words: online reputation; consumer attention; herd effect