Previous researches have developed the attitude structure of corporate reputation.From the perspective of consumers,this paper studies the contributing factors of corporate reputation attitude and its impact on consumers' word-of-mouth behavior.The investigation data of 261 consumers puts forward indications as follows: the emotion-oriented corporate reputation attitude has the most remarkable influences on consumers' Word-of-Mouth behavior; whereas the  corporate reputation's behavior tendency factors have a significant impact on consumers' word-of-mouth behavior,the cognition factors have a less significant impact on that; furthermore,the cognition of enterprise's features (“development”,“attraction” and “quality”,“responsibility”) will affect diversified aspects of corporate reputation in different extend.Besides,the following mediating effects are significant: on the one hand,“responsibility”,“development” and “attraction” affect consumers' wordofmouth behavior through emotion attitude,on the other hand,“development”,“attraction” and “quality” impact consumers' word-of-mouth behavior through behavior tendency attitude.