Due to popularization and freedom of internet, as well as the smart changing of marketing of products, consumer behavior might be affected by the evaluation of elec-tronic word- of- mouth（e- WOM）information there-from. Consumer gets product information from internet to make decision of purchasing, time to time, they shall rely on e- WOM information there-in, if such evaluation of e-WOM stands at an asymmet-rical phenomenon for the product, consumer might be unfairly to make decision, or hereby get a hesitant situation of uncertain changing of purchasing intention for the products. This would be not our real intention to marketing.
In the effect of evaluation of e- WOM in internet, the knowledge of product would play an important role for the motivation of consumer purchasing behavior, and might certainly interfere the framing of the said e- WOM evaluation.
It is nature that the higher knowledge of product we have, the less attractive moti-vation to own that product we get Generally speaking, exceeding a certain level of knowledge of product will make the consumer to fall down his desire or attention to those attractive marketing of products, and pay attention only to the unique or brand qualities of products.
The powerful effect of e- WOM prevailing, with fast speed of communication through internet, will effect the imaginations of brand and its sales. To maintain or keep the positive effect of e- WOM to the marketing of products, other than the appropriate input of product knowledge to the consumer control to satisfy the need of product knowledge with the consumer would be necessary as study.
We focus online shopping consumer in the internet to issue 500 inquiries and got back effective 89% of them to run this study. It finds to product knowledge apparently affects e-WOM and consumer behavior, as well as all hypothesis of this get good sup-port hereof.
