【目的/意義】本研究旨在是探究在線評價中隱私披露與在線評價信息源可信度和后續消費者在線評價可靠性感知關系。【方法/過程】根據前人在線評價可靠性的相關研究和本文研究情境,通過設計調查問卷和實證分析的方法展開了消費者在線評價可靠性感知的影響研究。【結果/結論】研究發現,在線評價自我披露和系統披露對消費者在線評價可靠性感知具有正向影響;同時,評價信息源可信度正向影響消費者在線評價可靠性感知。

【Purpose/significance】The purpose of this study is to explore the relationship between privacy disclosure in online evaluation and the credibility of online evaluation information sources and the perceived reliability of subsequent online evaluation by consumers.【Method/process】According to the previous research on online evaluation reliability and the research situation in this paper, the impact of consumer online evaluation reliability perception is studied by designing questionnaires and empirical analysis.【Result/conclusion】Through this study, we find that online evaluation selfdisclosure and system disclosure have a positive impact on consumers’ online evaluation reliability perception; at the same time, the credibility of evaluation information sources has a positive impact on consumers’ online evaluation reliability perception.