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Consumers' psychological demands for e-tail shopping have increased as websites have become one of themost dominant retail outlets for various fashion products. The lack of realistic social stimuli in virtual contexts(websites) has been a major limitation for many online shoppers. Prior research has focused on the viable roleof technology to improve positive social factors in e-tailing; however, this study tests the role of tone in text infashion e-tail sites on consumers' trust and choice confidence. We conducted a self-administered online surveywith 309 individuals from the U.S.. The results indicated positive effects of casual tone in text-based content ofa fashion e-tail site on trust and confidence. Trust also has a significant positive effect on confidence. Both trustand confidence improved purchase intention. Given the high price of employing an avatar or simulated sales-person online, using tone in text to increase positive social effect on shoppers can be a positive alternative whenmanagers plan e-tail strategies contributing to consumers' positive shopping experience online. Discussionsand study limitations are provided.Key words: Tone in text, Trust, Choice confidence, Purchase intention

Tone in Text and the Effect on Trust and Choice Confidence in Online Fashion Shopping