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

Abstract

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”.