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With the popularity of online shopping, a large body of studies have paid much attention to the factors influencing consumer information seeking and assessing. However, theoretical development and empirical testing are still not enough to explain this phenomenon; that is, during the information seeking and assessing process, what factors play a decisive role is a question needed to be deeply explored? This study, thus, aim to understand the impact of the attributes of online reviews on consumer. In addition, the authors find that review volume (RV: a heuristic factor) has a direct impact on perceived usefulness (PU) and attitudes (ATT), while source credibility (SC: another heuristic factor) only influences the perceived usefulness (PU) but has no effect on attitudes (ATT). As for the moderating effects, perceived social-psychological risk (PSR) moderates the effects of both review volume (RV) and source credibility (SC) on perceived usefulness and attitudes. The authors explore the reasons underlying those findings and also discuss implications for both researchers and practitioners.

Information Usefulness and Attitude Formation a Double-Dependent Variable Model (DDV) to Examine the Impacts of Online Reviews on Consumers