Under the background of the Internet, the Internet word-of-mouth has become an important factor affecting the consumer's willingness to buy online. With the help of S-O-R model, the sender characteristics, the receiver characteristics, and characteristics of word of mouth information as a stimulating factor (S), the internet word-of-mouth trust as an organism (O), the consumer online purchase intention as the reaction (R), the empirical analysis analyzes the relationship among the three. The results show that sender's professional competence, relationship strength, receiver's professional competence, trust tendency, perceived risk, Internet use and Internet Dependence all have positive impacts on internet word-of-mouth trust and online purchase intention.