Impact of electronic word of mouth on clothing purchase intention of consumers on e-commerce platforms
Published: July 27, 2026
Abstract
This study described the impact of electronic word of mouth (EWOM) on the intention of consumers to purchase clothing on e-commerce platforms. This study is expected to assist sellers in better understanding buyers' needs and developing a targeted, suitable approach to reach potential consumer groups. To ascertain the effects of EWOM on clothing purchase intention on e-commerce platforms, interviews were conducted at the end of 2023. By employing the qualitative method, the results revealed that the following determinants are the primary elements influencing consumers: information quality, credibility, information needs, information adoption, attitude to behavior, subjective norms, perceived behavioral control, and perceived risk. Based on the study's findings, several recommendations were proposed for clothing firms and consumers to have a better understanding of their needs in the context of e-commerce
Keywords
electronic word of mouth (EWOM)purchase intentione-commerceclothing
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