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The aim of this paper is to propose and test a simple, yet rigorous model of apparel online buying behavior, capable of explaining and predicting consumers’ behavioral intention. We drew on TRA (Theory of Reasoned Actions) framework which postulates that individuals’ attitude toward a behavior is determined by their salient beliefs. In order to maintain the simplicity of the model, we have identified two salient beliefs capable of explaining the variance in consumers’ attitude towards buying apparel using the Internet: perceived benefits and perceived risk. Both attitude and the social influence, represented in this paper by the influence of eWOM (e-Word-of-Mouth), will determine consumers’ intention to buy apparel online. In order to test the causal relationships between variables, we have employed a two phase PLS-based SEM analysis.