随着互联网的普及，近年来电子商务发展迅速，消费者越来越多地依赖在线评论来获取相关商品的信息，用户推荐和评论意见也越来越显著地影响着消费者的网络购物决策。本文以淘宝网为例，通过发放问卷实证研究的方式，较为系统地考察了消费者在线评论可信度感知的影响因素，通过使用SPSS对问卷结果进行统计分析，结果表明：发布某一评论的消费者信用等级越高；评论发布时间越及时；某一评论获得其他买家点赞数目越多，则评论的可信度越高。同时，与无配图的评论相比，消费者更倾向于相信附带配图的评论。而对于情感倾向不同的评论，消费者最倾向于相信中性评论，其次是差评，最不信任的是好评。

As the popularity of internet, electronic commerce has been developing quickly these days. More and more consumers depend on online reviews to get information of commodities, the users’ recommendations and opinions attach more and more importance to their shopping decision. This article gives an example of Taobao, by the method of questionnaire survey and empirical research, it systematically studies the influence factor on the review’s credibility. After using SPSS to analysis the data from the questionnaire, we found : The higher the credit ranking of the observer, the more credible the review ; The timelier the comment, the more credible the comment. People tends to trust reviews with pictures and other observers’ agreement. When in the face of comments with different emotions, people tend to believe comments with both negative and positive attitudes more than pure negative ones, and they trust the positive comments the least.