The Internet Word Of Mouth Clothing Brand Empirical Research

Along with the widespread Internet and the continuously strengthened informatisation degree, E-shopping has become a indispensable way we shop in people’s daily life. At the same time, the IWOM has a strong influence on the establishment and promotion of the clothing brand.Through the methods of discussing the literature, doing investigations and researches, doing statistical analysis and so on, this study carried on the empirical analysis of the IWOM for clothing brand image promotion. The results show that the IWOM has influence on the consumers’will and decisions of shopping and the clothing brand image on the internet is an important reference index in the process of consumers’shopping. The content of IWOM mainly spreads around each dimensionality of the clothing brand image. based on relative theoretical research, this paper construct the model that how the IWOM influences the clothing brand image promotion and puts forward some relative assumptions about the model, do researches on the factors and directions of the influences that the IWOM have on the clothing brand image promotion direction. empirical research of the promotion that IWOM does to the clothing brand image. In this research, the conclusion is based on the method of doing investigations and researches, and doing statistical analysis. The results show that the better internet reputation the clothing brand has,, the better clothing brand image it is;, the better online sellers reputation is,the easier establishing the clothing brand image will be; the better the evaluation is, the easier establishing the clothing brand image will be;the better the evaluation of expressage is, the better the clothing brand image will be.To sum up, there is a positive correlation between the IWOM and the promotion of clothing brand image. This paper puts forward some relative strategies to promote the internet word of mouth of clothing brand and improve the brand image according to the analyses of factors which affect the Internet word of mouth. At the same time, starting from the aspect of designing, it did some case study on outstanding brand clothing websites. Enterprises should make sure the veracity of the internet word of mouth to evoke the consumers’willingness of shopping and then improve the clothing brand image, which would benefit the enterprises at last.