Abstract: In the Internet era, shopping online has become the consumption habit of the general public. While in online shopping environment review is an important information source for consumers to evaluate the quality of products. With the rapid development of information technology and e-commerce, online review has gradually expanded and deepened its influence on consumers' purchase decisions and sales performance of website platforms. Therefore online reviews have attracted high attention from academic researchers and industry marketers. Current researches show that the process of online reviews influencing consumers' purchase decisions is essentially the process of consumers' cognitive processing. However, few studies have systematically revealed the cognitive mechanism of consumers on online reviews, especially from the perspective of the subjective and objective integration of online reviews and consumer cognitive characteristics, and there is still a gap in the in-depth exploration of consumers' cognitive mechanism on online reviews. Therefore, from the perspective of psychological cognition, it is particularly necessary to deeply discuss the cognitive process and features of consumers' perceived usefulness for comments to facilitate their online purchase and enhance their shopping experience. With the development of cognitive neuroscience and the progress of information technology, advanced neurocognitive theory and scientific experimental methods are gradually applied to the research of consumer behavior and psychology. Eye movement tracking technology is an effective method to obtain the eye movement trajectory of experimental participants. With the eye movement indicators such as fixation time and fixation times, it can clearly reflect the cognitive process and its characteristic rules of experimental participants. Therefore, this study intends to adopt the method of eye movement experiment to collect the data of subjects' eye movement indicators and scientifically explore the cognitive process and information processing mode of consumers on online reviews. In this study, an eye movement experiment with 2 review types (attribute type vs. experiential type) ×2 regulatory focus (promotion vs. prevention) was conducted. Subsequently, a two-way ANOVA was adopted, with fixation time, fixation points and perceived usefulness serving as dependent variables respectively, while review types and regulatory focus hypotheses as independent variables. The results are as follows: (1) compared with attributive reviews, the cognitive process of experiential reviews is shorter and the perceived usefulness is higher. (2) compared with the prevention focused individuals, the cognitive processing process of promotion focused individuals to online reviews is shorter and the perceived usefulness is higher.(3) the interaction effect of review types and regulatory focus is significant in attribute review context, but not in experiential review context. The results revealed that the cognitive mechanism of consumers to evaluate online reviews in the perspectives of review types and regulatory focus. Furthermore, this research can not only help consumers to understand their cognitive process of online reviews and perceived usefulness clearly, but also help network marketers formulate appropriate marketing strategy reasonably and effectively. In summary, this study has scientific and practical value for instructing marketing practice.

Key words: regulatory focus, online review, perceived usefulness, eye-tracking research

摘要： 本研究采用2评论类型(属性型VS体验型)×2调节定向(促进VS预防)的眼动实验，深入探讨消费者对在线评论的加工过程和感知有用性的认知机理。研究发现：(1)与属性型评论相比，个体对体验型评论的认知过程更短，感知有用性却更高。(2)相对于预防定向个体而言，促进定向个体对在线评论的认知加工过程更短，感知有用性更高。(3)评论类型和调节定向的交互效用，在属性型评论情境中显著，但在体验型评论情境中不显著。研究结果揭示了评论类型和调节定向影响消费者对在线评论认知评估的作用机理。

关键词: 调节定向, 在线评论, 感知有用性, 眼动研究