Abstract：This paper is about online wom and its characteristics, it analyzes the effects of online wom information on garment purchase decision from "senders", " information", "buying situation" and "brand strength" four aspects.Through the questionnaire data analysis results show that the buyer’s information of owom can influence the garment consumers purchase decision more than the seller’s ;the negative information of owom can influence the garment consumers purchase decision more than the positive; garment consumer buying clothing on the net is influenced by the negative information of owom more than buying in the solid store;the clothing of higher brand strength is influenced by the negative information of owom less than the lower,but is influenced by the positive information more than the lower. Finally, according to the conclusion, some suggestions are proposed.
Key words：owom( online word-of-mouth) ；Purchase decision-making ；effect ；garment
