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Abstract
The purpose of this study was to determine the effect that a consumers attitude toward a retail brand and attitude toward the brands website have on their online apparel shopping intention and online brand loyalty. Six influencing factors including brand satisfaction, offline brand patronage, brand trust, clothing involvement, attitude toward the Internet, and perceptions of the apparel brands website were identified and tested. A total of 200 surveys were completed by female students ages 18 to 25 who attend the University of Georgia. Factor analysis was used to examine the multi-dimensionality of the scales, Pearson correlation analyses were used to test the relationships among the variables, and regression analyses were used to test the hypotheses. Brand trust and the perceptions of an apparel brands website both had a significant relationship with online apparel shopping intention, which in turn strongly influenced online brand loyalty.