Based on the review data of the Amazon,our research discuss that the effect of language style matching of a review and the whole reviews on perceived customer review helpfulness and the moderating effect of product type and product brand to the relationship between language style matching of a review and the whole reviews and perceived customer review helpfulness. Our study found:For experience goods and low reputation brand products,the language style matching of a review and the whole review have positive effects on perceived customer review helpfulness.That is:higher language style matching between a review and the whole review leads to higher perceived customer review helpfulness;For search goods and high reputation brand products,the language style matching of a review and the whole review have negative effects on perceived customer review helpfulness.That is:lower language style matching between a review and the whole review leads to higher perceived customer review helpfulness
