With the rocket development of internet, online shopping has become more and more popular. People tend to seek for recommendations from friends or the one who has related experience. Word-of-mouth's influence on e-consumers' buying decisions making grows rapidly due to the potential risk of intangible goods under the condition of online shopping. We discover that different lifestyle e-consumers show different reaction and level on the acceptance of word-of-mouth. Nonetheless there are few

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... ches on the relationship between lifestyle and word-of-mouth effect. Based on the curiosity for this phenomenon, we conduct an investigation through literature review, hypothesis establishment and we design the questionnaire accordingly. Data were collected from 182 respondents and administered by path analysis. The result indicates that 3 lifestyle factors (fashion/cool factor, leadership desire factor and humanities / curiosity factor) show positive correlation with the effect of word-of-mouth. In addition, these factors are found more significantly and positively correlated to attitude trust than behavior trust does. Whereas stimulating / fun factor group depends heavily on their own judgment because this group tend to make themselves conspicuous, which also means they do things unconventionally. The results assume for marketers: when promoting new products or delivering marketing plan, marketers should incorporate the information point of word-of-mouth into it in advance and this information point must be rooted in consumers with different lifestyle. Marketers should also pay attention to the proper management of word-of-mouth to avoid the lack of freshness and excitement because of word-of-mouth overloads. Index Terms-On-line buyer, word-of-mouth, lifestyle, communication effect.