Nanchang, China††††††† May 22 - 24, 2009

Nanchang, China††††††† May 22 - 24, 2009

WISA 2009

WISA 2009

Second International Symposium on

Web Information Systems and Applications

Second International Symposium on

Web Information Systems and Applications

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Proceedings of the 2nd International Symposium on Web Information Systems and Applications (WISA 2009)

Nanchang, China, May 22-24, 2009

Editors: Fei Yu, Jiexian Zeng, and Guangxue Yue

AP Catalog Number: AP-PROC-CS-09CN001

ISBN: 978-952-5726-00-8 (Print), 978-952-5726-01-5 (CD-ROM)

Page(s): 24-28

The Impacts of Online Word-of-mouth on Consumerís Buying Intention on Apparel: An Empirical Study

†††††††††† Ji Xiaofen, Zhang Yiling

Full text:† PDF

Abstract

Based on relative studies of home and abroad and consumerís 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 consumerís 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 leaderís comments have much influence on consumerís willingness of buying clothes; the information of online word-of-mouth influences its receiverís attitude towards brand and consumerís willingness of buying clothes positively in the end. It provides suggestions for costumes websites on how to make an effective marketing strategy taking the advantages of online word-of-mouth.

Index Terms

online word-of-mouth, apparel purchase intention, consumer attitude, massage impression, opinion leaders

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