近期国内对某国际零售企业和若干国际品牌的商业抵制活动,均由互联网发起,通过各种渠道传播扩散,最终促成实际的抵制行动。本文通过对抵制事件全过程的回顾和分析,发现互联网在其中扮演着不可替代的角色。在民间发起的公共事件中,互联网的影响力已由辅助逐步演化为主导;另外正面的网络文化现象也逐渐占据主流。 Recently, domestic commercial boycott activities against some international retailers and certain international brands were initiated by the Internet and spread through various channels, which eventually led to actual boycott actions. Through the review and analysis of the whole process of the boycott incident, this article finds that the Internet plays an irreplaceable role in it. In the privately initiated public events, the influence of the Internet has gradually evolved from a subsidiary to a dominant one; in addition, positive cyberculture has also gradually become mainstream.