Online customer reviews are the most trustworthy source of information of consumers while determining the value of online retail platforms. They act to convince customers and serve the purpose of formation of trust and emotional attachment with the platform. This study reports the results of an experiment investigating the effects of online customer reviews on emotional attachment, trust, and repurchase intention while taking the previous emotional attachment strength into consideration. Results revealed that, depending on the previous attachment strength, both positive and negative reviews strongly affect emotional attachment. However, trust is only influenced by positive reviews. Besides, trust is a more durable construct compared to emotional attachment and is not subject to change easily. When the repurchase intention is investigated, only strongly attached consumers are affected by customer reviews.