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This pilot study examined the antecedents of consumers’ intention to purchase from apparel retail websites, including website attractiveness, consumer-website identification, and website trustworthiness. A structural equation model was used to test hypotheses that were derived from social identity theory and previous research concerning online consumer behaviour. The results of this study indicated that consumers’ perceptions of the attractiveness of an apparel retail website directly and positively influence the degree to which they identify with that website. Furthermore, the degree to which consumers identify with an apparel retail website directly and positively influences consumers’ perceptions of the trustworthiness of the website. Lastly, the level of trust consumers experience with apparel retail websites is directly and positively related to their intentions to purchase from the website.
Lee et al. (Sat,) studied this question.