The function and Impacted Factors of Internet Reviews

The important Impacted of Internet reviews is gradually understood and accepted by the enterprises as a new style of Internet marketing. The study summarizes the function of the Internet reviews. By the literature review and interview & survey, and it finds the influential factors of Internet reviews function are the (1) specialty of content; (2) the objectivity of content; (3) vivid form; (4) the reliability of resource; (5) the quantity of reviews. In addition, the positive and negative property of Internet reviews has significant effect on its marketing function, especially the negative one.