辟谣是消除网络谣言影响的重要手段，但辟谣并不一定有效，有些情况下甚至出现逆火效应。组织辟谣需要提高辟谣信息可信度，现有研究对影响辟谣信息可信度的机制还缺乏探讨。本文从信息受众感知视角建立了辟谣信息可信度模型，并通过2个研究予以验证。研究结果发现信息质量、信息源可信度、原有态度是影响辟谣信息可信度的主要因素，此外信息介入度对各因素影响起着调节作用，对于高介入度用户信息质量的影响大，而信息源可信度和原有态度影响不大，对于低介入度用户信息质量影响不大，但信息源可信度和原有态度影响大。

Counter-rumor is an important means to eliminate the influence of online rumors. But it is not always effective to refute rumors, and in some cases backfire effect even appears. Raising the credibility of counter-rumor is very important, but there is still a lack of discussion on the mechanism that affects the credibility of counter-rumor. This paper establishes a credibility model of counter-rumor from the perspective of information audience perception, which is verified by two empirical researches. The result is that information quality, source credibility and original attitude are the main factors affecting the credibility of counter-rumor. In addition, information involvement plays a moderating role. For high-level involvement users, quality of information and the credibility of information sources have significantly effect and original attitude has little effect. For low-level involvement users, the information quality has little effect, the original attitude and credibility of information sources have significantly effect.