Abstract: Consumers can communicate and search information through electronic word-of-mouth, the result of research shows that electronic word-of-mouth has become the important factor which can influence enterprise product sales, but the effects of positive and negative EWOM and the quality of EWOM have some disputes. Based on the regulatory focus theory, we research the effect of electronic word-of-mouth on consumer purchase intention. With three lab experiments, we found that the effect of electronic word-of-mouth can be moderated by consumer regulatory focus. The conclusions are: (1) there is an interactive effect between word-of-mouth quality and regulatory focus; (2) negative word-of-mouth has more influence on prevention focus consumers, positive word-of-mouth has more influence on promotion focus consumers; (3) high quality electronic word-of-mouth has more influence on prevention focus consumers influence, low quality of electronic word of mouth has more influence on prevention focus consumers.