User-Generated Content (UGC) is an important characteristic of social media, which advances the development of study of online information processing. Based on Uses and Gratifications Theory, this study investigates the factors that influence customers’ evaluation of products on social media. We extracted data from an online e-commerce platform (i.e., JD.com). This study found that user’s evaluation of product is determined by their using experiences of the product, user satisfaction and online social influence (i.e., other users’ comments on the product). In addition, the time period between comment and launch date of the product, the comment time (i.e., morning, afternoon, and evening), and user’ geographical location also contribute to their evaluation of the product. Moreover, the relationship between these factors and the users’ evaluation is conditional to the product type. The relationship between the factors of the users’ evaluation is significant for the search goods while insignificant for the experience goods.