The purpose of this study is to explore how the valence of fit review (FR) affects the consumer decision-making process during online apparel shopping. The first two stages of Rogers (2003)' innovation decision model (i.e., knowledge and persuasion), credibility, and confidence in purchase decision (CIP) are applied in the conceptual model. A one-factor (valence of the FR) within-subject experimental design was used in this study. Results showed that positive FR was more compelling than negative FR for female consumers when they like the apparel product. Two aspects of information credibility (i.e., review credibility and site credibility) specific to the online shopping context played important roles in the consumer purchase decision process. Consumer CIP evoked by both FR and the provided OPI were also key determinants of the consumer purchase decision process. The FR invoked process consequently improved consumers' future purchase intention through their positive attitude to the online retailer.