This study constructs the influence model of electronic word-of-mouth (eWOM) information characteristics (vividness and interactive) on consumers' re-transmission intention (online forwarding and online chatting). Besides, this study is based on two factors experimental design and uses food products to explore the effects. We have 364 questionnaires through online questionnaire and total effective sample are 299 questionnaires. However, the results show different eWOM information characteristics will influence re-transmission intention and have the significant effect. In addition, visual cues have the moderating effect between eWOM information characteristics and re-transmission intention. Further, lower-richness eWOM information characteristics (less vividness and less interactive) on re-transmission are more significant affected by visual cues.