口碑传播不仅有利于扩大服装企业品牌的知名度,更重要的是它能极大影响口碑受众的消费行为和态度.本文从负面口碑产生的动机、扩散的原因、接收动机以及传播后果分析其对纺织服装企业的影响,提出纺织服装企业防范负面口碑传播的措施. Word of mouth communication is not only conducive to expanding the brand awareness of clothing enterprises, more importantly, it can greatly affect the consumer behavior and attitude of word-of-mouth audience.This article from negative word-of-mouth motivation, the reasons for the proliferation of reception motivation and dissemination of consequences of its textile Apparel enterprises, the proposed textile and garment enterprises to prevent the spread of negative publicity measures.