A flood of worthless information clouded the judgment of users and vendors about online reviews, and the challenge remains in how to employ effective incentives to motivate users to provide high-quality reviews. The purpose of this paper is to investigate whether the common incentives employed by vendors had a moderating effect on the relationship between personality traits and intention of providing high-quality review. An extended theory of planned behavior and Big-Five personality framework are used in this study. We surveyed 300 participants, including random online participants and offline participants from universities and vendors, by asking them to answer questionnaires. A total of 221 valid questionnaires were analyzed by hierarchical regression analysis method, and the results showed that extraversion, openness, and conscientiousness have a positive relationship with IPHR and Achievement moderates the relationship between neuroticism and IPHR. Vendors can invite more users who score high on extraversion, openness, and conscientiousness to participate in survey without any incentives, and they can encourage users who scored high on neuroticism to post high-quality reviews with achievement incentives.