Online reviews form an effective channel for consumers to acquire products information before making purchase decisions. The present study investigates two moderators influencing the effects of online reviews. These two moderators are regulatory focus effect and gender differences. Based on the study,
when consumers are promotion-focused motivation individuals, their attitudes towards reviews have higher positive effects on consumers’ response. Besides, there is a big gender differences effects on consumers’ responses. However, different from previous research, the present results show that males
have more positive impacts on the online reviews effects than females.