he primary purpose of this research is to examine how online consumer reviews influence final purchase decisions. Motivated by these issues, we set out to examine how customers' opinions posted on e-commerce sites affect the sales of clothing and accessories on the three most popular sites in Indonesia. Using the integration adoption model and the attitude contagion theory, this study tests the hypothesis that e-WOM adoption affects both intention and behaviour. This study used a longitudinal design to confirm these findings. By employing an information adoption model integrated with contagion theory, this research has the potential to contribute to the e-WOM literature in the academic setting. A review of studies on e-WOM was conducted using informational and individual determinants to create an integrated empirical model that identifies the antecedents and consequences of consumer attitudes toward online reviews. This was carried out so that progress could be made on the model. The findings of this study will help fashion industry actors create high-quality products and garner positive customer feedback to expand their customer base via e-commerce.

E-WOM, Contagion Theory, Information Adoption Model, ECommerce.