A study of consumer acceptance of the Internet as a channel of purchasing creative products (e.g. apparel) was conducted using a modified Technology Acceptance Model (TAM). Two consumer characteristics (product involvement and product innovativeness) were introduced into the TAM to develop an extended model. Through checking the extended model, we found that the proposed model was valid in explaining and predicting consumer behaviors in the creative product (clothing) e-commerce context. Perceived usefulness and ease of use of online apparel shopping had most significant effect on attitude towards online apparel purchasing, and were the primary determinants of consumers’ behavioral intention. Conclusion and implications were discussed.