Abstract: The positive voice behavior of customers is very important to the development of enterprises, but there are few studies on how to promote customer voice behavior.Based on the approach and inhibiting theory of power and the situated focus theory of power, we propose that consumer's sense of power has a positive effect on customer's suggestion．On the basis of this, we analyzes the influence mechanism of consumer's sense of power on customer's advice—the mediating role of confidence．At the same time, the boundary condition of the influence mechanism is also discussed.From the perspective of customer power, this paper explores the appropriate strategies for enterprises to promote customer voice behavior, and the conclusion of this study provides some reference for the theory and practice in this field．

Key words: consumer's sense of power, confidence, self-doubt, customer advice