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: The purpose of this study was to investigate the online review writing motives of online shopping on repur-chase intention and recommendation intention about fashion merchandise. The questionnaire was administered to 279people who had experience in online shopping. The data were analyzed by utilizing factor analysis, multiple regressionanalysis and t -test. The results of this study were as follow. First, the online review writing motives were divided intothree categories such as benefit pursuit/hedonic shopping value, information transmission and evaluation. Second, theconsumer who has experience of writing review prefers to repurchase other products in that online shopping mall andto recommend those products more than the consumer who doesn't have that experience. Third, the benefit pursuit/hedonic and information transmission had an effect on repurchasing intention and recommendation intention. Key words:Online review, Repurchase intention, Recommendation intention 1.

The Effect of Online Review Writing Motives of Internet Shopping on Repurchase Intention and Recommendation Intention about Fashion Merchandise