Abstract
This paper aims to explore the attitude-intention-purchase behavior mechanism for the online purchase of apparel. Using the theory of planned behavior (TPB) as an underpinning theory, the moderating effects of electronic word of mouth (EWOM), perceived risk, and perceived behavioral control in the relationships have been examined. Data were collected from 432 online apparel consumers using a survey questionnaire. First, the instrument's psychometric properties were checked, and then data was analyzed using Hayes's PROCESS macros. The results indicate that online purchase intention mediates the relationship between consumers' attitudes toward online shopping and actual purchase behavior. In addition, the results found strong support for the three-way interactions between attitude, perceived risk, and EWOM on purchase intention, and (ii) attitude, EWOM, and perceived behavioral control on actual purchase behavior mediated through purchase intention. The three-way interactions involving the double-moderation of EWOM make significant contributions to the growing literature on online buying.
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