This study explores how electronic word of mouth (eWOM) impacts purchase intentions through online discussion forums, using the ABC model of attitude. The research, involving 353 users from an online fashion community in Taiwan, examines how platform factors (website reputation, source credibility) and customer factors (buying-related information, social orientation) affect perceived eWOM credibility. Structural equation modeling (SEM) revealed that positive eWOM review credibility, influenced by these factors, directly impacts purchase intentions and indirectly affects them through attitudes towards the product and website. The study highlights the significance of eWOM credibility in shaping consumer behavior and offers insights into theoretical and managerial implications.