随着农产品交易平台的网络化,网络口碑逐渐成为除农产品产地之外的影响消费者品牌选择的重要因素。笔者以负面网络口碑为出发点,研究影响消费者农产品品牌转换行为的因素。结果表明:发送者专业性、接收者专业性、信息特征及网站可信度对消费者品牌转换行为有显著影响。 With the network of agricultural products trading platform, online word-of-mouth has gradually become an important factor that influences the choice of consumer brands besides the origin of agricultural products. Based on the negative internet word-of-mouth, the author studies the factors influencing brand transformation behavior of consumers’ agricultural products. The results show that sender professionalism, receiver professionalism, information characteristics and website credibility have a significant impact on consumer brand conversion behavior.