selling some fashion products such as clothing and jewelery is not as easy as books and computer software (PwC,2011). eMarketer reported that 66% of respondents prefer to try on and touch clothes in store before deciding to buy them. While Internet Retailer (2005) highlighted that it is a key challenge and opportunity for online sales that online retailers and website publishers need to address this issue to try to make the online shopping environment closer to the store detail. Especially for products such as clothing that must touch evaluation, customers' attitudes towards garments sold online tend to be more negative than their attitudes towards products such as books and computer software that do not require sensory information.