Previous research points out that the relationship between customer knowledge and word-of-mouth was inconsistent. Under the social cognitive theory framework,the impact of customer subjective knowledge on electronic word-of-mouth is tested. The research shows that customer subjective knowledge has positive influence on positiveegative word-of-mouth. Community participation self-efficacy plays partial and complete mediation role between them. When the community is created by enterprises,the impact of community participation self-efficacy on positive word-of-mouth is stronger than that on negative word-of-mouth. When the community is created by customers,there is no difference between the impact of community participation self-efficacy on positive and negative word-of-mouth. The enterprises should guide the customers’role in electronic word-of-mouth according to the difference in customer subjective knowledge,consciously improve customers’ community participation self-efficacy,and create the positive electronic word-of-mouth based on the different characteristics of different communities.%在社会认知理论中，网络环境、顾客认知和口碑行为之间的关系是辩证统一的。实证研究结果表明，顾客主观知识对网络正面/负面口碑呈显著的正向影响；社区参与自我效能感在两者间起部分中介和完全中介的作用；当网络社区是由企业创建时，社区参与自我效能感对正面口碑的影响比负面口碑更强烈，但当社区是由顾客创建时，社区参与自我效能感对正面和负面口碑的影响没有差别。企业应针对顾客主观知识的差异引导其进行网络口碑传播，在品牌社区中有意识地提高顾客社区参与自我效能感，利用不同的社区类型特点激发顾客的网络正面口碑。
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