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For years researchers examined the reasons that made shoppers to buy from home, focusing on the differences between traditional retailers and online retailers (Eastlick and Feinberg, 1999; Hawes, 1986). Authors developed a risk-taker profile of the online consumer (versus the in-store consumer) who is ready to perceive a higher risk (Donthu and Garcia, 1999; Schoenbachler and Gordon, 2002; Vijayasarathy and Jones, 2000).

Consumer Characteristics

Purchasers because of their different characteristics approaching the online apparel stores with many different ways and receiving different messages, which may affect their online purchases (Cheung et al., 2003). Therefore, we will have to emphasize to these characteristics because of their importance. Previous online purchase experiences, characteristics based on their personalities and the level of their innovative thinking when they go online to shop (Cheung et al., 2003) need to be discussed.

Personalities

The online shopping behaviors of the consumers are close attached to their personalities and may affect their choice of the online apparel stores and products (Wolfinbarger & Gilly, 2001). Therefore, we need to focus in two main consumers personalities: The utilitarian and hedonic personalities.

Utilitarian Consumers

Utilitarian consumers buying online based on their goal oriented shopping behaviors. Shopping is made according to their goals and rational necessary needs (Kim &shim, 2002). They are trying to deliberate their shopping habits through rationality and efficiency and they are not searching for any kind of entertainment through shopping (Wolfinbarger & Gilly, 2001).

Main aspect is to conclude their online shopping experience efficiently and in time without any kind of unnecessary irritation (Monsuwe, Dellaert & Ruyter, 2004). Moreover, their instrumental characteristics guide their shopping experiences efficiently to a task oriented behavior (Sorce, Perotti & Widrick, 2005) They are in search for sites offering variety of products, convenience, ease of access and multiple information among others (Wolfinbarger & Gilly, 2001).

Hedonic Consumers

Hedonic consumers defined according to experiential buying behavior. Their concern is not to gather as many information they are able to but at first to seek happiness sensory stimulation and some sort of enjoyable experiences (Monsuwe, Dellaert & Ruyter, 2004). The hedonic consumers are trying to immerse into the experience in a greater way than achieving their goals by shopping online (Wolfinbarger & Gilly, 2001).

They are trying to combine shopping with enjoyable experiences, playful sites and uniqueness (Sorce et al., 2005). Consequently, the hedonists when they get satisfied are increasing their visits and purchases to their favorite online apparel stores (Wolfinbarger & Gilly, 2001).

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