ไม่มีข้อมูลบทคัดย่อภาษาไทย
In the background of the information age, people could conduct word-of-mouth communication and information released through online channels. The Internet became the leading platform for B2C to use online word-of-mouth and opinion exchange. The network environment created a new model for traditional word-of-mouth communication and became an effective way for Sichuan clothing brand consumers to obtain product and service information. B2C spread through the Internet media and online word-of-mouth, and consumers could learn about products and services from many scattered and unknown consumers of the Sichuan clothing brand. This study aimed to investigate the influence of B2C marketing strategy in improving word-of-mouth on consumer purchase intention in clothing sales with three research objectives: to understand the B2C marketing strategy of clothing sales, analyze the influencing factors of B2C marketing strategy, and provide suggestions for enhancing the B2C strategy of word-of-mouth for clothing retail operators in Sichuan market. The influencing factors on information quantity, information quality, information direction, and interesting information in purchase intention, honesty, goodwill, and ability were tested through the survey of 331 respondents from the Sichuan online platform and analyzed by SPSS. The study result showed that information quantity, information quality, information direction, and interesting information positively impacted purchase intention through B2C marketing strategy, especially in word-of-mouth tactics to clothing sales for Sichuan consumers.