Based on the survey data from consumers in Wuhan city and the methods of experiment and bootstrapping,this paper analyzes the effect of Internet word-of-mouth on consumers’ purchase intention on agricultural products under the influence of food safety events. The results show that negative comments online influence consumers’ purchase decision reversely through the contradictory attitude of consumers,rational type (perceptual type) of negative comments online leads to higher (lower) contradictory attitude of consumers; the enterprises’ response could regulator consumer ambivalent attitude. When faced with the rational type (perceptual type) of negative comments online,enterprises could take the weakening (reconstruction) strategy,compared with the reconstruction (weakening) strategy,to significantly reduce consumers’ ambivalent attitude. It is suggested that Chinese agricultural enterprises attach importance to the negative comments online and consumers ’ contradictory psychology in case of food safety incidents,and endeavor to eliminate consumers’ uncertain attitude and improve their purchasing intention.