In spite of the remarkable growth in online apparel sales, the absence of physical examination before purchasing can be percieved risk in online apparel shopping. To reduce the risks and enhance online consumers' shopping experiences, it is valuable to study the significance of website enviroment on consumer response behaviors. Therefore, the main purpose of this study was to examine the effects of website enviromental cues on the consumer's two dimensins of attitudes (i.e. hedonic and utilitarian) that, in turn influence their response behaviors (i.e., satisfaction and purchase intention).