A technique improves the effectiveness of evaluation (so-called word-of-mouth communication) information of users on stores and products relative to a large number of unidentifiable users. An evaluation information management system comprises a first evaluation information providing section that provides a first user qualified to evaluate an object of evaluation with first evaluation information to be used for evaluating the object of evaluation, a first evaluation information acquiring section that acquires information on the evaluation given by the first user for the object of evaluation according to the first evaluation information, a display control section that associates the information acquired by the first evaluation information acquiring section with information on at least a benefit selectable for the object of evaluation from the information and displays the pieces of information, a benefit information providing section that provides a second user with information for acquiring the benefit selected by the second user from the information displayed by the display control section, a second evaluation information providing section that provides the second user who utilizes the benefit according to the information provided by the benefit information providing section with second evaluation information to be used to evaluate the reliability of the evaluation given by the first user and a second evaluation information acquiring section that acquires the information relating to the evaluation on the reliability of the evaluation of the first user given by the second user according to the second evaluation information.