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.

摘要： 消费者可以通过查询网络口碑来了解产品，目前研究表明网络口碑已成为影响企业产品销售的主要因素，现有研究对网络口碑正负性和质量的影响还存在一些不足。本文以调节焦点理论为基础研究网络口碑对消费者购买意愿的影响，通过三个实验发现网络口碑效果会受到消费者调节焦点类型的影响，即：（1）口碑正负、口碑质量和调节焦点之间具有交互效应；（2）负面口碑对预防焦点型消费者的影响大，正面口碑对促进焦点型消费者的影响大；（3）高质量网络口碑对预防焦点型消费者的影响大，低质量网络口碑对预防焦点型消费者的影响大。