Purpose ‐ The purpose of this paper is to examine the effects of customized site features on consumers' purchasing decision aids and consumers' attitudes toward internet apparel shopping. Design/methodology/approach ‐ The research model was developed and tested using structural equation modeling to identify the effects of customized site features on internet apparel shopping. Participants were members of an opt-in-e-mail marketing company and were required to experience the customized site features at a given web site prior to the survey. A sample of 107 participants was used for the analysis, totaling a 34 percent response rate. Findings ‐ Interactivity of customized site features indicated a significant direct effect on consumers' purchasing decision aids and an indirect effect on positive attitude toward internet apparel shopping. Virtual experience and customized alternative information offerings showed significant direct effects on positive consumer attitude toward internet apparel shopping. Research limitations/implications ‐ Direct measures of the effects of customized site features on consumers' apparel purchase risks on the internet are suggested for future research. Practical implications ‐ E-retailers should explore and develop the easy-to-use web interface of customized site features to enhance site usability and they should diffuse into their own retail web sites. Originality/value ‐ Examination of the effects of customized site features on internet apparel shopping is an area of research that has not been fully explored. The study provides e-retailers with the insights to renegotiate the interaction with consumers regarding apparel shopping on the internet.