Abstract: Third-party Reviews(TPRs) are of great significance to the diffusion of new product information. Whether TPRs are effectively disseminated determines whether the new products can quickly occupy market. Based on Theory of Reasoned Action(TRA) and Technology Acceptance Model(TAM), this paper investigates the impact of three dimensions of TPRs(types, valences and consistency of valences between TPRs and Online Reviews(ORs) following TPRs) on Passing-along intentions(PAIs). The results show that: these dimensions have significant impact on consumers′ PAIs, while they have different effect intensities: the total effect of types of TPRs on PAIs is the strongest, and the total effect of consistency of valences between ORs and TPRs on PAIs is the weakest; the influence of recommendation format(mixing valences, consistency of valences between ORs and TPRs) of TPRs on PAIs is bigger than description format(total positive,contradiction of valences between ORs and TPRs) of TPRs.

Key words: third-party reviews(TPRs), online reviews(ORs), information structure, passing-along intentions(PAIs