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Website reputation is a key criteria for searches related to fashion product information and purchases. Thegreater the reputation of a website, then the greater the sense of community among its members; in addition,a stronger positive attitude towards the products influence subsequent purchases or WOM intention. Thisstudy reveals the influence website reputation and a sense of community for the WOM effect in regards tofashion products according to the type of the online shopping mall. The findings of this study are asfollows. First, an increased website reputation produces a higher sense of community and perceived useful-ness for WOM. The effect of the WOM was greater as the perceived usefulness of WOM increased.Second, the perceived usefulness of WOM had the greatest effect on the WOM effect. The reputation of awebsite had only an indirect effect on the WOM effect through the sense of community and the perceivedusefulness of WOM. Third, the comprehensive mall had a greater reputation, but the WOM effect wasgreater with the fashion specialty mall. About the influence on the WOM effect, in the comprehensive mallthe sense of community was more powerful than reputation of the website. In the fashion specialty mall thereputation of the website was more powerful than the sense of community.Key words: WOM effect, Website reputation, Sense of community, Perceived usefulness of WOM; ,  ,  ,

Influence of Website Reputation and Sense of Community on Fashion Product WOM Effect According to Type of Internet Shopping Mall