This paper takes online shopping tourists as the research object, and analyzes the influence of their online review usage habits on the effectiveness of online commentary under the effect of online evaluation reward policy. Through questionnaire survey and data analysis, it is found that the use habits and reward effects of online reviews both have a significant positive effect on the impact of online reviews, but the influence of the use habits of online reviews is bigger than the reward effect of online reviews. At the same time, the reward effect of online reviews has a significant moderating effect on the relationship between the use habits of online reviews and the impact of online reviews, which weakens the impact of consumers’ use habits of online reviews on online reviews; however, tourists’ use habits of online reviews do not play a role in the impact of online reviews through the reward effect of online reviews, and the reward effect of online reviews does not play a mediating role. This shows that in the relationship among online review use habit, online review reward effect and online review effect, the use habits of online reviews are an independent influencing factor. They do not play a role through the reward effect of online reviews, and because the reward effect of online reviews is added, the influence of the use habits of online reviews on online reviews is weakened. The research conclusion shows that the effect of the incentive policy of online evaluation needs to be treated objectively, and should not be exaggerated blindly.