Abstract: By controlling online word-of-mouth quantity, two experiments were conducted to empirically analyze how the online word-of-mouth quantity, online word-of-mouth value and the emotions conveyed in online word-of-mouth affect consumers′perception of product value.The results show that negative emotions in negative word-of-mouth can be attributed to the irrational behavior of the evaluator, which reduces the usefulness of online word-of-mouth information and promotes consumers′negative perception of products; the positive emotions of positive word-of-mouth are attributed to the product itself, so that the emotions transmitted in the word-of-mouth will not affect the value perception of the product;when the number of online word-of-mouth is large enough, the convergence of multiple online word-of-mouth will increase the usefulness of the information contained in online word-of-mouth, and polarize consumers′value perception of the product.

Key words: online word-of-mouth, online word-of-mouth quantity, online word-of-mouth value