The Impact of Electronic Word of Mouth on Purchase Intention of Garment Products on E-Commerce Site

Tóm tắt

This study is an initial attempt of the authors to assess the impact level of electronic word of mouth (EWOM) on the purchase intention of garments on e-commerce platforms to assist sellers in better understanding buyers' needs and developing a targeted, suitable approach to reach potential client groups. To ascertain the effects of EWOM on clothes purchase intention on
e-commerce platforms, we conducted interviews in November 2023. By using questionnaires and surveys, the results show that the following determinants are the primary elements influencing consumers: “Information quality”, “Information credibility”, “Information needs”, “Information adoption”, “Attitude toward behavior”, “Subjective norms”, “Perceived behavioral
control”, and “Perceived risk”.