The rise of e-commerce has led to the increased reliance of users on electronic word-of-mouth (eWOM) to evaluate the products and services offered. Previous research has attempted to determine which reviews are more credible than others, as credible reviews tend to impact readers more than non-credible ones. However, one of the research questions in this domain that has not been addressed so far is the impact of circumstances of review writing itself, which may influence the way the review is written and affect its credibility. In this paper, we describe a controlled experiment to study the impacts of a user's exposure to past reviews and the user's own product experience on the perceived credibility of reviews written by the user. We have employed attitude-behavior linkage theories and the disconfirmation effect to study this phenomenon. Our results indicate that disconfirmation, or the difference between a user's own experience and expected experience, has a significant impact on the way a user writes reviews and hence on the review's perceived credibility with the subsequent readers of the review. We find that disconfirmation and perceived review credibility follow a U-shaped relationship, in which perceived credibility is high for the highest and lowest values of disconfirmation.

电子商务的兴起导致用户越来越依赖电子口碑（eWOM）来评估所提供的产品和服务。之前的研究试图确定哪些评论比其他评论更可信，因为可信的评论比不可信的评论对读者的影响更大。但是，到目前为止，该领域尚未解决的研究问题之一是评论撰写本身的情况的影响，这可能会影响评论撰写的方式并影响其可信度。在本文中，我们描述了一个受控实验，用于研究用户接触过以前的评论以及用户自己的产品体验对用户所写评论的可信度的影响。我们已经采用了态度-行为联系理论和不确定性效应来研究这种现象。不一致或用户自己的体验与期望的体验之间的差异，对用户撰写评论的方式具有重大影响，因此也对评论在后续评论读者中的可信度产生重大影响。我们发现，不肯定和感知的审查可信度遵循U形关系，其中对于最高和最低的不可信值，感知的可信度很高。