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中文摘要：
产品网络的评论信息对消费者购买行为有着重要的影响.但由于网络评论信息来源的多样性,评论信息可信度影响因素也越来越复杂.通过实证方法研究产品网络评论信息可信度的影响因素,研究发现,消费者网络的依赖程度和网站的声誉对网络评论信息可信度有着显著的正向影响;网络评论信息、信息传播者的动机和信息传播者的专业性对评论信息的可信度有着明显的正向影响,但受众的专业性对评论信息的可信度不具有正向影响.为此,企业应该提高网站声誉并培养消费者对网站的依赖性,为消费者发表产品评论提供便利.
英文摘要：
This paper finds that the degree of dependence of consumers on web and the reputa- tion of the websites have significant positive effect on the credibility of online product comments. Web review information, motives of information disseminators and professionality of information dis- seminators have significant positive effect on the credibility of online product reviews, while the pro- fessionality of the audiences has no positive effect on the credibility. Therefore, enterprises should im- prove the reputation of their websites, cultivate the dependence of the consumers on their websits, and provide the consumers with the convenience of publishing their comments on online products.
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