More and more shopping sites implement membership level management strategies and provide customers with not only online review communities but also incentives to promote them to post their online reviews. However, whether these measures affect the results of online reviews and how they influence have not been studied yet. Based on the social exchange theory, we collect data of online reviews about the two types of products involving search and experience from Jingdong Mall shopping site ( i.e. 360Buy.com), and then an empirical research is conducted. The results show that the customer membership level has a positive effect on review rating, and a negative effect on review depth and review promptness; product type has reverse moderation effect on these effects. Finally, the theoretical contributions and practical implications of this research are discussed.