產品評價是重要的信息來源，消費者在很大程度上依賴於作出購買決定。雖然以前的研究調查了產品評價各種好處，也有一些研究到是否被確定為可信的消費者。產品評論信譽概念化為二階形成結構，它是由感知內容的準確性，可信度，偏見，守信的商品評論形成。進行實驗的研究模型來研究產品評價可信度以及其相關前因從產品的評論內容觀點（如產品的照片和消息價）。從研究結果是雙重的。首先，數據分析結果支持產品的理論概念回顧信譽形成結構。二，結果表明該產品的評論內容，即產品的照片和消息價顯著影響產品信譽的評論。客戶感知商品評論更多的產品照片有較高的信譽評價，他們也認為有負面消息比設定全正面的評價更可信的商品評論集。結果並沒有標明產品的照片和評論公信力消息價之間的互動效應。

Product reviews are important information source, where consumers rely heavily in making purchase decision. While prior studies have investigated various benefits of product reviews, there are few studies into whether they are identified as credible by consumers. Product reviews credibility is conceptualized as a second-order formative construct, which is formed by perceived content accuracy, believability, bias, and trustworthiness of the product reviews. An experimental research model was conducted to investigate product reviews credibility as well as its related antecedents from product reviews content viewpoint (e.g. product photos and message valence). Findings from the study are twofold. First, data analysis results support the theoretical conceptualization of product reviews credibility as formative construct. Second, the results indicated that product reviews content, namely product photos and message valence significantly affect product reviews credibility. Customers perceive product reviews with more product photos have higher reviews credibility, they also perceive product reviews set that has negative message as more credible than set with all-positive reviews. The result did not indicate interaction effect between product photos and message valence on reviews credibility.

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