E-tailers need to know what are customer‟s preferences to use online shop for fashionable
products. So the purpose of this research is to describe the impact of independent variables like
perceived-price, word-of-mouth, perceived-site-quality, perceived-vendor-reputation, structural
assurance, brand image, and buyer attitude in using online shop. The sample of the study consist of 180
respondents by using purposive sampling method. Primary data will be analyzed by SEM (Structural
Equation Modelling). The results show that buyer attitude is directly affected by perceived-price. Brand
image is affected by perceived-vendor-reputation and structural assurance. Buyer attitude is affected by
brand image. Using online shop variable is affected by buyer attitude. Other result shows that brand
image isn‟t affected by word-of-mouth and perceived-site-quality..
Keywords: behavior, price, WOM, quality, reputation, assurance