This study examines how the impact of positive review on attitudes toward newproduct depends on product innovativeness and consumer knowledge. Weused information technology equipments that have not yet been launched as stimuli inorder to manipulate product innovativeness and measured consumers’ subjective productknowledge. The data was collected from people in their 20s and 30s through a researchfirm and the results of this study is as follows. The impact of positive review on attitudes toward new product depends on productinnovativeness and consumer knowledge. When the innovativeness of new product ishigh, positive review has positive effect on attitudes toward new product regardless ofconsumer knowledge. However, when the innovativeness of new product is low, theimpact of positive review on attitudes toward new product depends on consumerknowledge. Specifically, in the case of new product with low inovativeness, as consumerknowledge is higher, the effect on attitudes toward new product of positive reviewbecome more negative. Based on the results of this study, we suggested theoretical andpractical implications about online word-of-mouth of new product.