Abstract: Drawing on the message framing theory and the construal level theory, this research explores how message framing（positive message framing and negative message framing）influences customer’s transmission intention of electronic word-of-mouth. The research shows that: the perceived usefulness and transmission intention of negative message framing are higher than positive message framing, the perceived deception is lower than positive message framing. The perceived usefulness and perceived deception both play a complete mediating role in the process of message framing influencing customer’s transmission intention of electronic word-of-mouth. Social distance as a moderating variable, for long social distance, customers are more willing to disseminate the negative message framing type of electronic word-of-mouth than positive message framing. However, for close social distance, there is no significant difference between the two types of electronic word-of-mouth on customer’s transmission intention. Study 1 and study 2 were conducted in the context of utilitarian products and hedonic products respectively. There is no significant difference between the two studies. The findings extend the applicability of information frames in advertising, which also exist in the context of eWOM, and provide a reference value for corporate eWOM management and eWOM optimization.