Abstract Based on information adoption theory, the information quality can be implied by the number of useful reviews, negative reviews and pictures. This study constructs the information adoption model and uses the massive online review data of Taobao network. The results show that the numbers of useful reviews, negative reviews and pictures have significant positive impact on the review usefulness. When it comes to experience products, the effect of negative reviews is more powerful. The sellers’ reply plays a mediating role. The numbers of useful reviews, negative reviews and pictures have a positive impact on sellers’ replies, then sellers’ replies will have a positive effect on the review usefulness.
2017, Vol. 14 
