Moreover, behind the cloak of anonymity online reviews seem like a psychological drain valve. In many cases, facts are distorted and exaggerated, and built their own emotions. In many reviews lack the history or important details are hidden. The interested user can not open up the whole “story”. Such fragments taken out of context not only violate the journalistic ethics. It created assessments that do not correspond to reality (Chang & Chin 2011, p.130). The reputation affects revenue and rates thanks to recent studies; we found that the sentiment expressed by online reviews reduces the impact of price on purchase decisions of cosmetic products, which means that the good reviews push a user to spend. Moreover, while the bad reputation discourage the online shopping of cosmetic brand.
此外，在网络上的匿名评论的斗篷，看起来像一个心理排水阀。在许多情况下，事实被歪曲和夸大，并建立了自己的情绪。在许多评论缺乏历史和重要的细节都被隐藏。感兴趣的用户不能打开“故事”。断章取义不仅违反新闻道德这样的片段。它创造了评估，不符合现实（Chang和下巴2011，节）。的声誉会影响收入和利率由于最近的研究；我们发现通过在线评论情绪表达降低价格对化妆品产品的购买决策的影响，这意味着好的评论推用户花。此外，而名声不好阻止化妆品品牌的网上购物。
