文章结合网络口碑动机理论、消费者满意度模型和技术接受模型，提出基于在线评论的网络口碑发布行为影响因素研究，旨在从消费者购买过程中的感知视角出发，综合感知质量、感知期望、感知价值和感知情感来测度消费者对网络口碑的发布意愿及行为，为电商及厂家的网络口碑管理、产品营销提供借鉴。同时，通过问卷调查收集数据，结合SmartPLS 2.0和SPSS 22.0进行实证检验，结果显示感知期望正向影响感知质量、感知价值与感知情感；感知质量正向影响感知价值与感知期望；感知价值正向影响感知情感，感知情感正向影响正面网络口碑发布意愿、负向影响负面网络口碑发布意愿；正、负面网络口碑发布意愿均正向影响网络口碑发布行为。

This paper combines the motivation theory of online word-of-mouth, American consumer satisfaction index and technology acceptance model, this paper proposes a study on the influencing factors of online word-of-mouth publishing behavior. The purpose of this study is to measure consumers' willingness and behavior to publish online word-of-mouth by integrating perceived quality, perceived expectation, perceived value and perceived emotion from the perspective of consumers' perception in the process of purchasing. At the same time, data were collected through questionnaire survey, and empirical tests were carried out with Smart PLS 2.0 and SPSS 22.0.The results show perceived expectation positively affects perceived quality, perceived value and perceived emotion. Perceived quality positively affects perceived value and perceived expectation. Perceived value positively affects perceived emotion. Perceived emotion positively affects the willingness to publish positive online WOM, negatively affects the willingness to publish negative online WOM. Positive and negative online WOM publishing willingness positively affects online WOM release behavior.