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 taking the advantages of online word-of-mouth.