This study examines the impact of others' reviews (reviews, product ratings) on consumer responses (helpfulness & buying intention) in an online shopping platform. We propose that review features, such as review message construal and review inconsistency between review message valence and rating, determine review credibility as product-related information, which in turn influences helpfulness of review and buying intention toward the product. Specifically, low- level construal review messages will be perceived as more credible than high-level construal review messages, which affect helpfulness and buying intention. In addition, the effect of review message construal will be moderated by review inconsistency. The effect of the review message construal will be enhanced in the condition of review consistency (positive content-high rating & negative content-low rating), but it will be disappeared or attenuated in the condition of inconsistency (positive content-low rating, negative content-high rating).

Consumers' online reviews have become more powerful in the Internet market. Consumers share reviews, post comments and constantly evaluate products online. In previous studies, the analysis of online reviews mainly focused on purchasing products based on consumers' own use experience, but in innovative products, it was difficult to find an analysis of product acceptor's response to product user reviews. In particular, there is no online review study of VR covered in this study. This study not only quantitatively analyzed online reviews of consumers who purchased VR products on Amazon, an online distribution site, but also qualitatively analyzed them through crawling. This study used Amazon's VR product user review, where purchases were confirmed, to select algorithms that are more likely to be matched by predicting a helpful review and presenting a predictive model. In addition, the online review extracted deep text associated with Helpful and conducted topical modeling. As a result, topics related to 1) experience in use, 2) post-product evaluation, 3) product composition and peripherals, 4) immersion, and 5) comfort were highly acceptable to potential inmates. To enhance the acceptability of innovative products through online reviews, it is not just highlighting the product advantages of VR, but also suggests that the link between smartphones and applications can bring in more potential users. Also, interworking with other peripheral devices (speakers or screens) can be predicted as a way to increase the acceptability of VR products. From a marketing perspective, this study has found targeted topics that help consumers in pioneering the VR market, which will help potential customers create the services they want.