A Study on e-WOM and Satisfaction of Chinese Online Fashion Product Shoppers in Their 20s

중국 패션상품 소비자들의 인터넷구전과 만족도에 대한 연구

Xu, Chao;Park, Hye Sun

  • Received : 2015.06.09
  • Accepted : 2015.07.21
  • Published : 2015.10.31


This study examined the e-WOM acception and transmission motive of Chinese online fashion product shoppers in their 20s and analyzed the effect of acception and transmission motive factors on acception and transmission behavior. This study investigated the effect of acception and transmission behaviors on purchase satisfaction. Analysis was conducted with data collected from 373 Chinese individuals in their 20s. Data were analyzed with factorial analysis, ANOVA, multiple regression analysis, chi-square test, paired t-test, and Cronbach's ${\alpha}$ using SPSS 18.0. The results were: 1. The factor analysis of e-WOM acception motive extracted two factors: risk reduction and confidence. The factor analysis of e-WOM transmission motive extracted three factors: Compensation/pleasure, advice, and emotion expression. 2. The two motives of e-WOM acception affected acception behavior. Confidence motive affected acception behavior more than risk reduction motive. The three motives of e-WOM transmission motives affected transmission behavior. Transmission behavior affected by advice, compensation/pleasure, and emotion expression in order of significance. 3. e-WOM acceptance behavior affected purchase satisfaction more than transmission behavior.


e-WOM acceptance motive;e-WOM transmission motive;e-WOM acceptance behavior;e-WOM transmission behavior;Purchase satisfaction


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