{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,29]],"date-time":"2026-05-29T19:55:53Z","timestamp":1780084553627,"version":"3.54.0"},"reference-count":84,"publisher":"MDPI AG","issue":"5","license":[{"start":{"date-parts":[[2021,4,28]],"date-time":"2021-04-28T00:00:00Z","timestamp":1619568000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A structured questionnaire was completed by a sample of 477 Chinese WeChat users. An online survey was conducted in two metropolitan cities (Beijing and Shanghai). The hypotheses were tested using structural equation modeling (SEM) generated by AMOS 22. The findings of this study found that all five antecedents of eWOM, such as fashion involvement, sense of belonging, trust, tie strength, and informational influence, positively related to the OPI of fashion products in China. Furthermore, eWOM significantly mediates the relationship between fashion involvement, sense of belonging, trust, informational influence, and OPI. The current study is considered the first to examine the role of eWOM in stimulating OPI through social media usage for fashion-oriented products in China. As such, it enriches the online buying literature by exploring the OPI mechanism through eWOM antecedents and validating the importance of social media factors in the development of online buying intention compared to previous studies. Furthermore, it provides several theoretical and practical implications, along with future opportunities.<\/jats:p>","DOI":"10.3390\/info12050192","type":"journal-article","created":{"date-parts":[[2021,4,28]],"date-time":"2021-04-28T10:41:58Z","timestamp":1619606518000},"page":"192","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":44,"title":["Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China"],"prefix":"10.3390","volume":"12","author":[{"given":"Muhammad","family":"Bilal","sequence":"first","affiliation":[{"name":"School of Economics and Management, Beijing University of Posts and Telecommunication, Beijing 100876, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Zeng","family":"Jianqiu","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Beijing University of Posts and Telecommunication, Beijing 100876, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Suad","family":"Dukhaykh","sequence":"additional","affiliation":[{"name":"Management Department, College of Business, King Saud University, Riyadh 11451, Saudi Arabia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mingyue","family":"Fan","sequence":"additional","affiliation":[{"name":"School of Management, Jiangsu University, Zhenjiang, Jiangsu 212013, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7357-250X","authenticated-orcid":false,"given":"Ale\u0161","family":"Trunk","sequence":"additional","affiliation":[{"name":"International School for Social and Business Studies, 3000 Celje, Slovenia"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2021,4,28]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/02650487.2017.1407061","article-title":"The current state of knowledge on electronic word-of-mouth in advertising research","volume":"37","author":"Chu","year":"2018","journal-title":"Int. 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