随着互联网技术的普及，网络口碑对游客行为意向产生的影响程度越来越深。文章以合肥市作为研究案例，聚焦大学生群体，基于SOR理论将网络口碑作为刺激因素，感知价值和信任为机体因素，大学生参与乡村旅游的行为意向为反应因素，利用结构方程模型，分析网络口碑对大学生参与合肥市乡村旅游行为意向的影响。通过问卷调查，运用SPSS和AMOS软件分析数据，构建了结构方程模型。结果显示，网络口碑数量和质量都对大学生参与乡村旅游的行为意向发挥积极作用，同时感知价值在网络口碑数量、质量和大学生参与乡村旅游的行为意向之间起到中介作用，但是信任对大学生参与乡村旅游的行为意向影响并不显著。结合研究结果，从鼓励乡村旅游网络口碑发布、提高乡村旅游网络口碑质量和完善服务增强感知价值三个方面对合肥市乡村旅游发展提出建议。

With the widespread adoption of Internet technology, the influence of online word of mouth (WOM)on tourists' behavioral intentions has become increasingly significant. This study takes Hefei City as a case and focuses on the college students. Utilizing the Stimulus-Organism-Response(SOR)theory, the study considers online WOM as the stimulus factor, perceived value and trust as organism factors, and college students' intention to participate in rural tourism as the response factor. By employing a structural equation model(SEM), the study analyzes the impact of online WOM on college students' intention to participate in rural tourism in Hefei. Data were collected through a questionnaire survey and analyzed using SPSS and AMOS software. The results indicate that both the quantity and quality of online WOM positively affect college students' intention to engage in rural tourism, with perceived value acting as a mediator in this relationship. However, trust does not significantly influence their behavioral intention. Based on these findings, the paper suggests strategies for promoting rural tourism development in Hefei, including encouraging the dissemination of online WOM, improving the quality of online WOM, and enhancing services to increase perceived value.