| With the continuous development of modern information technology, the Internet has profoundly changed the life of everyone. From aerospace equipment to the navigation engineering equipment and high-tech ships, from energy-saving energy vehicles to biomedicine, the Internet has become a key resource and important technology for the economic development of countries, and has greatly promoted the development of economy. By December 2014, the number of Chinese netizens reached 649 million with 3117 million new users annually. Among them,557 million users have had the accessibility of networks through mobile terminals, accounting for 85.8% of total Internet users. The main groups’ average age range was from 10 to 39, which reached 78.1% of the total users. Mobile terminal has gradually evolved into a way to pay for high value-added services like delivery, games and 020, and offered great potential commercial value because of its characteristics like convenience, timeliness, sociability and location. In 2014, China’s various mobile commercial applications, such as mobile phone online shopping, mobile payment and mobile banking, has began to grow increasingly with growth rate 63.5%,73.2% and 69.2% separately. As for low long-term mobile phone travel reservations, its growth rate of 2014 reached 194.6%, resulting into the most rapid growth of mobile business applications. These data and the facts show that the Internet has become the dispensable part of people’s life.Internet not only reduces the cost of communication and transaction, but also creates a reciprocal cyberspace of sharing. With the deep impact of the Internet, the traditional word of mouth is injected to the Internet property, and can affect nearly 70% of the consumer’s decision-making, and change people’s purchase likelihood. When the messages of evaluating these products can easily reach consumers through the Internet, the importance of the brand has been greatly decreased. The value that marketers deliver to consumers is also important any more. In this context, a consumer can evaluate a product’ absolute value based on the message on the Internet, to decide the absolute value of the product. Online comments also make a huge challenge for existing marketing strategies and theories.Previous studies on the effect of online reviews explored when they will be more affective, and most of these studies were based on the context of e-commerce sites like Amazon. But there was not enough attention given to the characteristics that time recording features, not to mention some relevant empirical research to explore how the time dimension of online reviews influenced consumer decisions. In addition, previous studies often ignored how an additional comment will have an affect on purchase likelihood with the background of online comment. By finishing the relevant literature of online reviews, the author proposed that the earlier a comment was shared, the more likely it was saw, which leaded to more useful clicks and greater likelihood of post-reading. This virtuous cycle might make a higher usefulness. Therefore, from the perspective of attribution theory, this article attempted to discuss how online comments was attributed according to these different time intervals and further influenced the persuasiveness of comments.Therefore, on the basis of the relevant literature, seven hypotheses and two research models were proposed. To test these hypotheses and models, this paper took undergraduates as subjects and used SPSS 20.0 and various analyzing methods like factor analysis and variance analysis. The results showed that the assumptions and the basic models were set up. In the first model, the empirical results show that for the experiential product, time interval between the consumer and the recent comments (VS) could improve the reviews of useful knowledge; secondly, for the matter of products, a near time interval (VS far) could reduce comment useful-aware; Third, the influence of time interval and the type of product was mediated by the attribution of readers. Specifically, time interval could lead to an external attribution, and further improved the usefulness of the comment. However, it was totally contrary for material product. A near time interval of nearly (VS far) could result into an inherent attribution and further reduced the usefulness of the comment; finally, the interactive influence of time interval and the product type behaved differently with different potency. For positive reviews, it was very significant, while for the negative comments it was not significant. In the second study model, the results of empirical studies also showed that compared to a single comment, additional comments were perceived style comments usefulness higher; secondly, make additional comments more useful sexy style known internal mechanism additional comment that type of comment by rarity and novelty, and additional comments on behalf of pay and attitude prompted reader comments prefer to append comments attributed to the product itself; and finally, the time interval between the initial comments and additional comments had an important impact on comment attribution. The longer the interval was, the higher the possibility of comments was attributed to the product of factors. But as for a one-time commentary, time interval could not deliver a clear signal, and thus had no significant influence on one-time comment.Based on attribution theory, this study combined time interval, comments type, usefulness of comments, comments attribution, the best wake-up theory and subjective product knowledge, and deeply discussed the effect of interval on online reviews through deduction and empirical studies. From the theoretical point of view, this paper is the first study that divided comments into repeated comments and one-time comments according to the number people comment, and compares the different usefulness of these two comments. Meanwhile, this paper is the first one that studies online reviews and comments. By distinguishing between material products and experiential products, the paper explained the impact of the time interval on the usefulness of time and improved the effectiveness of the system so as to provide guidance for product reviews online retailers. Moreover, the paper also explored the impact of two types of intervals on the usefulness of reviews in detail, and examined the psychological mechanisms of this influence.From a practical point of view, this study provided a new angle for comments and time interval, which were ignored by online retailers in the past. Also it gave some tips for the development of intelligent sort comments. In addition, according to the type of produce, businesses can guide buyers to comment immediately after their purchase or comment after a period of time. The authors also hope to perfect this paper in further studies.
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