The study investigates the effects of information structure of eWOM on perceived message credibility and the impact of perceived message credibility on the purchase intention.

本文研究网络口碑信息结构对信息可信度的影响以及信息可信度如何影响购买意图。

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Advice and reviews, even rants, from both strangers and friends, often has more credibility and power than the message that the brand carefully crafts and places.

来自朋友或陌生人的建议和评论，甚至是斥责，有时候比品牌主精心设计和投放的广告所传达的信息更有可信度和权威性。

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Many people would tune them out and question their credibility, because their appearance was inconsistent with their message of professionalism and success.

大多数人会淘汰他们，质疑他们的可信度。因为他们的外表与他们想传达的专业和成功的信息不一致。

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What they're doing is they're trying to give credibility to their message.

NPR: Fact-Checking the Campaign Ads

Credibility is the reality that makes a message believable.

FORBES: How To Get Your Message Across

Bercovici maintained in a message to me that this was what gave the story enough credibility to cause the riots that he blames the author (and Journalism 2.0) for.

FORBES: When Journalism 2.0 Kills