Abstract: The internet is rapidly stepping in the social development stage from the early virtual time.The internet word-of-mouth is the child of internet developed to the social network and social media.As an electronic word-of-mouth activity of broad participation of internet users and high degree of freedom,internet word-of-mouth has been involved almost in all social fields including commercial consumption.Internet word-of-mouth is the cooperative force of ordinary grass,but it is also a double-edged sword,which plays both constructive and destructive parts in the network cultural and social environment.