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This paper serves as a review of existing literature for the purpose of identifying potential future areas of research as it relates to the industry of e-Commerce in the apparel field. Within this paper, I use research in the subject of online consumer behavior to draw similarities and differences with research in the subject of online apparel consumer behavior. The intent is to highlight a distinction between the categories of a more generalized online consumer and an online apparel consumer, with particular attention on consumer-type responses to, and interaction with, hedonic atmosphere attributes as well as electronic word of mouth.