在线评论是消费者商品选择的重要参考依据,在线评论感知有用性的研究也成为近年来学术界研究的重要内容。本研究采用情境实验的方法,探讨在线评论信息结构(评论类型、评论效价)和消费者调节聚焦对评论感知有用性的影响作用。研究表明:评论效价与评论类型均对评论感知有用性有显著影响;在不同的消费者调节聚焦类型下,评论效价与评论类型对评论感知有用性的影响模式存在显著差异,对于促进聚焦的消费者,评论类型调节评论效价对评论感知有用性的影响有作用,而对于防御聚焦的消费者,评论类型的调节作用不存在。最后还探讨了研究结论的管理启示。 Online reviews are an important reference for consumers’ choice of products. The research on perceived usefulness of online reviews has also become an important part of academic research in recent years. This study uses situational approaches to explore the impact of the online reviewing information structure (comment type, commenting valences) and consumers’ perceived usefulness of regulatory focus. The research shows that both the comment valence and the comment type have a significant impact on the perceived usefulness of the comment. Under different types of consumer-adjusted focus, there are significant differences in the impact patterns of comment valence and comment type on the perceived usefulness of the comment. Of consumers, the type of reviewers have a role in adjusting the impact of commentaries on the perceived usefulness of reviews, and the defensive role of reviewers does not exist in defensive focusers. Finally, it also discusses the management implications of the research findings.