The online word-of-mouth exert an growing influence on consumers, but how Internet word of mouth influences consumers' attitude and the purchase intention, this problem and its mechanism of action has not been fully researched yet. In this paper, the theory of word-of-mouth and the results of the existing system are proposed, and it contains three independent variables which influence the spread of word-of-mouth effects: the intensity of relationship, perceiving risk and the profession of transmitter. Moreover, an investigate was acted in the college students, the data was disposed with SPSS16.0 to describe statistical analysis and fitting degree evaluation. Based on the analysis of data, the customer relationship management. Suggestions and corresponding analysis are put forward.

• Guofeng Li(Harbin Institute of Technology)