| With the development of Web2.0, more and more consumers could share product reviews through online reviews. Which has been the most popular way of eWOM and gradually attracts the attention of scholars. Online reviews can provide consumers with adequate information and reduce the cost of cost decision, and thus have an important impact on the diffusion of new products.Based on Bass model and the characteristics of online reviews, this paper introduces consumer perceived usefulness as an intermediate variable, product type as the moderator, and proposes online reviews on the impact of new product diffusion. And then we develop the influence mechanism model, which is tested by an empirical analysis.Results show that volume and valence of online reviews both have positive impact on diffusion of new product, and there was an negative interaction between the Volume and Valence of online reviews, which means the higher the valence, the smaller the number of online reviews influence on the proliferation of new product; the consumer perceived usefulness playes a mediating role; For search products, valence of online reviews directly affect diffusion of new products, and also influences perceived usefulness to affect diffusion of new product, but volume of online reviews only influences consumer perceived usefulness to affect diffusion of new products; For experience products, the Volume and Valence of online reviews produce opposite effect to diffusion of new products.This research enriches the theoretical results of this field from these aspects: Firstly, the negative interaction between the Volume and Valence of online reviews has been found; Secondly, consumers perceived usefulness playes an important role as intermediary variable; Thirdly, different types of new products have different diffusion models. For enterprises, this research will help them effectively manage online reviews of new products, and improve the efficiency of new product diffusion. |
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