As the "COVID-19" pandemic has accelerated the flourish of e-commerce. However, online shopping has increased the uncertainty of products due to the inability to actually touch the products. Online reviews provide consumers with product clues to reduce uncertainty. However, online reviews are not the same. What kind of reviews are useful to consumers? This is one of the issues that online shopping managers urgently to know. Therefore, this research attempts to determine the factors that affect the usefulness of reviews and purchase intentions by exploring two aspects of online reviews: (1) Information quality, this research is based on three aspects to measure information quality, objectivity, readability and relevance; and (2) the length of the reviews. This study uses 113 words for long reviews and 18 words for short reviews.
The research results show that the information quality of reviews will have a positive impact on the usefulness of reviews, and will significantly affect purchase in-tentions through the usefulness of reviews. However, the length of reviews does not have a significant impact on the usefulness of reviews and purchase intentions. The implications of these findings will help online shopping managers manage online re-views more effectively.
