中文摘要：

以可信度研究成果为理论基础，借助技术接受模型与不确定性理论，利用结构方程建模的方法研究了品牌微博信息内容与品牌微博评论内容对品牌微博可信度的影响机制。研究结果表明，用户感知微博内容有用性对品牌微博内容可信度具有积极影响作用，品牌微博内容可信度对品牌微博博主可信度具有积极影响作用，评论内容可信度对用户感知微博内容有用性与品牌微博内容可信度均具有积极影响作用。在此基础上，提出了品牌微博可信度建设的管理建议。

英文摘要：

Based on the credibility research, with the technology acceptance model and uncertainty reduction theory, the paper analyzes impact mechanism of the brand microblog content and the brand microblog reviews on the credibility of the brand miroblog with the method of structural equation modeling. The results find that user perceived usefulness of the brand microblog content has a positive effect on the credibility of the brand microblog content and the credibility of the brand microblog content has a positive effect on the credibility of the brand microblogger. In addition, the credibility of reviews has a positive effect on user perceived usefulness of the brand microblog content as well as the credibility of the brand microblog content. Finally, the paper proposes some suggestions for the build of brand microblog credibility.