中文摘要：

随着在线旅游产品销量的快速增长,大量在线评论信息也随之生成。文章基于可信度相关理论,探究旅游产品在线评论可信度影响因素及其形成过程。通过实证调查,借助SEM模型剖析了旅游产品在线评论可信度的形成阶段,进一步完善了在线评论可信度的形成链条,将已有过程的＂刺激-感知＂改进为＂固有感知-刺激-新感知＂。其中,评论接受者对在线评论可信度的感知分为两个阶段——固有可信度和最终可信度。在线评论的发布渠道（网站评价）、评论接受者的自身因素（信任倾向、网上购物经验和评论态度）主要作用于第一阶段,在线评论本身（方向、类型）、评论发布者（相似性、专业性、利他性）主要作用于第二阶段。另外,文章将在线评论可信度的概念引入旅游产品中,充实了旅游产品的研究内容,进一步挖掘在线评论的现实意义,对旅游电子商务网站及商家筛选和利用在线评论具有启示作用。

英文摘要：

The increasing use of the Internet has made electronic commerce platforms a major outlet for tourism sales.Potential customers often refer to the reviews left by previous buyers before purchasing,which is an advantage of having such a network and non-synchronous tourism consumption.A large number of online reviews were created along with the rapid growth of the sale of tourism products.Now it is dawning on online sellers that online reviews have tremendous commercial value.Some of them have employed an Army of review writers to give very positive remarks to their own online shops or to give malicious reviews to competitors.Under such circumstances,the increase in information overloading and false commenting has cast doubts on the credibility of online reviews.So the process of information selection has become more and more complicated for all potential customers.Therefore,in discussing the factors which influence the credibility of online reviews of tourism products,we must study the means by which people leave reviews for a product.Online reviews not only contribute to network platforms and to online sellers displaying reviews of their products,but also to potential tourists who are able to obtain useful information within a short time frame time.So as to bring the superiority of online reviews into full play：This paper is based on the guidance of ＂discovering problems-proposing hypothesis-verifyingsummarizing＂.Firstly,this paper systematically comments on and summarizes related research.Secondly,it introduces the core ideas of＂the propagation model of persuasion＂,combining the＂online word-of-mouth communication model＂with the＂online word-of-mouth credibility model＂,and this is the proposed theory model of this paper.Thirdly,we will choose reviewing recipients as our research objects,as a case study located in Xi＇an and based on the data obtained from questionnaires,using the structural equation model;we will analyze the production of reviews and their credibility.Based on this information,we