This paper addressed the purchasing behavior of Chinese youth of well-known confection in Hokkaido. Chinese youth are one of most adaptable eWOM, i.e., electric word of mouth generation through social media and the internet. Thus, the purpose of this study is to test the effectiveness of eWOM in this purchasing behavior. For this purpose, the data were collected through the web-based survey to the employee of an IT and manufacture company in Shenzhen, China and the sample size was 105. A binary logit model was employed to investigate the factors that determine on-line purchase of Hokkaido confections. The results clarified that high-profile confections, real visit experience to Japan, and inhabitants in large cities were factors that positively influenced with statistically significant level. Nevertheless, the eWOM effect was not confirmed this time. This is probably because eWOM is too common for Chinese youth and simple eWOM marketing is not sufficient.
