This study tested the predictability of modified Fishbein’s behavioral intentions model in the context of online shopping for clothing. Specifically, the study examined the relative importance of attitude and subjective norm in influencing consumer intention to shop for clothing online. A mailing survey was conducted with 303 adults who had a computer at home and had access to the Internet in the United States. Data were analyzed to estimate the behavioral intention model of online shopping (i.e., measurement model and structural model). Attitude toward online shopping was composed of two factors: product and convenience and service. The results supported the modified behavioral intentions model; both attitude and subjective norm influenced behavioral intention. Implications are drawn for online retailers of clothing.
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