Abstract: In the Internet era, electronic word-of-mouth(eWOM) is very important for the development of businesses. Based on the expanded S-O-R(stimuli-organism-response) model, the influence of dining experience on consumers’ willingness to release eWOM and the selection of releasing platform are discussed from the perspective of emotion. Using SmartPLS2.0, the results show that: Firstly, dining experience and the willingness to release eWOM have a U-shaped relationship. That means consumers will have a stronger willingness to release eWOM when their experience is better or worse, mediated by consumption emotion. Secondly, consumers’ emotion influence the choice of eWOM releasing platform. Consumers with positive affect tend to share their experiences on social media while those with negative affect prefer e-commerce websites. Thirdly, how openness-to-feeling(OF) moderates the relationship between emotion and intention is discussed. The result shows that the moderating effect only occurs in the consumer’s positive emotion, i.e. the individual with higher OF, effect of positive emotion on eWOM publishing behavior will also be stronger. There are gender differences on the relationship between the environmental quality of the restaurant and eWOM releasing willingness.

Key words: eWOM, emotion, stimuli-organism-response model, EC-eWOM, SM-eWOM