Investigating the effect of word of mouth electronic marketing on online shopping intention with regard to the mediating role of brand image among women clothing buyers in virtual networks

maryam fatehi¹

1) payam noor university of Business Management email:

IOI Code : XECD-GDGCG
Publication : 2nd International Conference on Advanced Research in Management And Humanities(huconf.com/2nd)
Abstract :
    In this study, the effect of word of mouth electronic advertising on the intention to buy online with regard to the mediating role of brand image among buyers of women s clothing in virtual networks. The statistical population of this research is the buyers of women s clothing in virtual networks. The research method in terms of purpose is applied research and in terms of the nature of this research is descriptive-survey type. We use a questionnaire to conduct research. The reliability coefficient of the questionnaires by Cronbach s alpha method for all questionnaires was more than 0.7, which indicates the appropriate reliability and the validity of the questionnaires was confirmed by the validity method of structures (confirmatory factor analysis). Data analysis using Is from pls software. The results showed that between word of mouth electronic advertising on online shopping intention, word of mouth electronic advertising on brand image, brand image has a positive and significant effect on online shopping intention and brand image, the effect of electronic word of mouth advertising on online shopping intention Mediates.

Keywords : electronic word of mouth advertising online shopping intention brand image virtual network