The research aimed to determine the impact of electronic customer knowledge management on the purchase intention in the fashion industry. This study had used analytical methods factor analysis to test and determine the scale, with 263 observations in the Mekong Delta regionThen, this was Structural Equation Modelling (SEM) to find the factors affecting customer’s purchase intention. The results show that the study has developed specific criteria for the electronic customer knowledge management in the fashion industry. Moreover, the empirical results indicate that electronic customer knowledge management influences the purchase intention of customers. Specifically, customer knowledge "About" the customers is the strongest factor affecting the purchase intention, followed by knowledge "For" and "From" the customers. Additionally, the research also reveals differences in electronic customer knowledge management on purchase intention across different income levels. Furthermore, the study proposes some directions to help e-commerce businesses enhance the effectiveness of customer knowledge management in the future