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Comparison of the 2 groups indicated that buyers which have performed on-line buying perceived excessive degree of Web expertise factors. We conducted a between-participant experimental study utilizing a convenience sample of college college students. A whole of 206 members provided usable responses for structural equation modeling evaluation. The results confirmed that the level of IIT and EA positively affected purchasing enjoyment as well as decreased perceived threat toward the net retailer. In turn, shopping enjoyment and perceived danger significantly influenced the consumers’ perspective toward the net retailer, as hypothesized. The findings of the examine recommend that e-commerce enterprise for online attire retailers might continuously need to develop richer IIT options to fulfill consumers’ demand and secure consumers’ loyalty.
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