China's rapid economic development, shopping way into the era of diversification, consumers not only rely on a single traditional physical consumption, but also more gradually inclined to facilitate the online consumption. This paper is to study the influence of word of mouth on consumer purchasing decision by analyzing the characteristics of shopping. In order to study the effect of network shopping characteristics on word of mouth, to product quality, product prices, product information as independent variables, reputation as the auxiliary variables, enterprise image and customer satisfaction as the intermediary variables for analysis. In this study, the effects of shopping center and shopping on the Internet were investigated. There were 300 questionnaires for people who had online shopping, and 254 were eventually used.