在数字智能时代，信息获取的便捷性促使零售商更加重视消费者的在线参与，以构建更为丰富的消费体验。而社会密度作为消费体验的重要氛围要素，已然跨越传统物理空间的界限，成为在线环境中易于检索和评估的信息维度，深刻影响消费者的行为决策过程。基于此，本研究旨在深入剖析消费者在当前时代背景下如何理解和认知社会密度信息，进而揭示其潜在的心理加工机制。本研究基于归因理论，通过机器学习对网络评论数据进行深入分析，并结合两项情境实验，发现社会密度信息和归因模式对消费者的光顾意愿产生交互影响。具体而言，在外部归因时，高社会密度（vs.低社会密度）信息会提升消费者的光顾意愿。而在内部归因或无其他信息提示时，高社会密度（vs.低社会密度）信息则会降低消费者的光顾意愿。感知突显性在此过程中起到了中介作用。这些发现不仅为品牌在服务过程中和传播视角下提供了策略性指导，还扩展了与社会密度相关的学术讨论。

In the age of digital intelligence, the ease of access to information has prompted retailers to place more emphasis on customer engagement in online networks to build richer consumer experiences. Social density, a crucial atmospheric element of consumer experience, has transcended the boundaries of traditional physical spaces to become an easily retrievable and evaluable information dimension in online environments, profoundly influencing consumer decision-making processes. Based on this, this study aims to deeply analyze how consumers understand and recognize social density in the current era background, and then reveal their potential psychological processing mechanism. According to attribution theory, this research analyzes the online review data through machine learning, and combines two situational experiments to find that social density information and attribution patterns have interactive effects on consumers’ patronage intention. Specifically, high social density (vs. low social density) information increases consumer willingness to patronize when external attribution occurs. When internal attributions or no other informational cues are provided, high social density (vs. low social density) information will reduce consumers’ patronage intention. Perceived prominence mediates this process. These findings not only provide strategic guidance for companies in service processes and communication perspectives, but also expand academic discussions on social density.