The aim of this research is to verify the effectiveness of online reviews. Especially, the authors suggest boundary conditions that moderate the impact of online reviews' volume on consumers' response. Specifically, existing researches had revealed that online reviews' volume had a positive impact on consumers' response or financial outcome. The authors argue that volume of online review may have a negative impact on consumers' response depending on message characteristics or individual tendencies. An experiment revealed there was an interaction of self-construal, the volume and distribution of online reviews. Specifically, in the case of the distribution of online reviews converged with low variance, independent self-construal subjects were more influenced by online reviews when the number of online reviews was small rather than large; while interdependent self-construal subjects were more influenced by online reviews when the number of online reviews was large rather than small. Meanwhile, in the case of the distribution of online reviews diverged with high variance, there was no interaction of self-construal and review volume. This research expands the scope of research on online reviews or word of mouth. Also, this research suggests significant implications for researchers and marketing practitioners.