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The purpose of this study was to investigate consumers` buying intention toward fashion goods through global internet shopping malls. This research employed Technology Acceptance Model (TAM) as a theoretical framework and was extended to introduce fashion innovativeness, clothing involvement, consumers` needs for uniqueness, computer self-efficacy as external factors. A total of 381 copies of questionnaires were collected online. The subjects of this study were women. The collected date were analysed by factor analysis, Cronbach`s alpha, correlation and path analysis. The results indicated that fashion innovativeness, clothing involvement and consumers` needs for uniqueness had a significant positive affect on perceived usefulness. Consumers` needs for uniqueness and computer self-efficacy had a significant positive affect on perceived ease of use. Perceived usefulness and perceived ease of use were found to influence buying intention toward fashion goods through global internet shopping malls. The results of this study also suggested that perceived ease of use was actually a causal antecedent to perceived usefulness. This study reveled that employing TAM to investigate the buying intention toward fashion goods through global internet shopping malls was appropriate. This study also provides empirical analysis that can serve as a guide for marketers of the fashion industry in activating global internet shopping malls.

A Study on Consumers' Buying Intention toward Fashion Goods through Global Internet Shopping Malls