Song Xiaoqing;Sun Xixiang
Online reviews had a very significant impact on product sales and consumer purchase decision making in online retail environment.The content and scope of online reviews were clearly defined.And three aspects that have influence on the adoption of online comments were analyzed.They were usefulness, credibility and other adjustment factors.Volume, length, stars, language style and discrete of content, consistency of content of online review were the main factor of its usefulness.Valence, argument quality of online review, credibility and professional of the reviewer were the main factors of credibility.Moderating factors included consumer's faith, the degree of involvement and cultural.Finally, topics that worth further research was given.