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.