This paper reviews the research results in the field of online assessment Moreover, this paper reviews the media credibility theory; consumers purchase decision process and the principle of attribution theory （ especially the discount principle）. Thus, this article raised a few issues on the basis of these researches. It focuses on the factors affecting the credibility of the online evaluation and purchasing intension. By controlling the independent variables such as the type of site and the quality of reviews, we created four experiment groups as following： online sale sites＇ high quality reviews, online sale sites＇ low quality reviews, third-party review sites＇ high quality re- views and third-party review sites＇ low quality reviews. Evaluation of credibility and purchasing in- tension were investigated whether there are differences in the four experimental groups. Subsequently, this article explores the differences of different genders. Using two-way ANOVA and post hoc test exam the hypothesis, the main conclusions are as follows： （ 1 ） compared with the online sales sites＇ reviews, the reviews of third-party review sites are more recognized by consumers; the quality of the reviews has a certain impact on consumers; the type of the review＇s site determines consumer＇s confidence and purchase intention. （ 2 ） female consumers more likely to believe online reviews; （ 3 ） under the influence of the type of site and the quality of the reviews, male consumers are mainly affected by the type of site. They are firstly affected by the third-party review sites＇ reviews, and then affected by the quality of reviews. Type of site has little effect on female consumers. They mainly affected by the quality of the evaluation. Finally, this article summarizes the contributions to the theory. Moreover, it proposed some marketing and corporate development proposals according to the study conclusions.
the credibility of the online reviews
third-party review site
the quality of the reviews