The Impacts of Online Word-of-mouth on Consumer’s Buying Intention on Apparel: An Empirical Study

Based on relative studies of home and abroad  and consumer’s tendency to brand and product, this essay has established a model that  the massage impressions of  online word-of-mouth and opinion leaders have influence  on consumer’s buying intention on Apparel, which is  proved by the questionnaires of network consumers. The  study has found out that the massage impression of online  word-of-mouth and leader’s comments have much  influence on consumer’s willingness of buying clothes; the  information of online word-of-mouth influences its  receiver’s attitude towards brand and consumer’s  willingness of buying clothes positively in the end. It  provides suggestions for costumes websites on how to make  an effective marketing strategy

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Source: Ji Xiaofen ,Zhang Yiling