They believe that apparel purchase needs direct
customer involvement (Ha & Stoel, 2004). Ha and Stoel (2004)
stated that consumers are likely to examine clothes physically to
assess colour, design, size and fabric during apparel shopping. Besides,
such clothing products differ extensively according to price,
quality, design and body fit (Hansen & Jensen, 2009). Consumers
perceive that online apparel purchase is particularly risky
compared to traditional shopping because of uncertainty regarding
the product and trustworthiness of online purchasing websites.
Even though consumers' perceptions of the risk of purchase is
important in affecting their online apparel purchase, many online
marketers still overlook how website characteristics will impact
customer purchasing.