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The increase in online shopping became more popular, and e-retailers started promoting more sales through e-commerce in China. This study was to investigate the online consumer with their buying decision toward luxury apparel and aimed to develop a conceptual framework of e-shopping intent by exploring behavioral factor, environmental factor, and personal factor based on the concept of Reciprocal Determinism in Tianjin City of China. A quantitative survey was designed with 28 items in exploring consumer attitude and decision toward online luxury apparel purchase. It included motivation, perceived risk, and emotion classified as behavioral factors; culture, online platform, and distribution classified as environmental factors; cognitive evaluation, purchase intention, and post-purchase feedback classified as the personal factor. Through the online survey platform, 411 respondents from Tianjin City revealed that age, education, and income had different opinions in online purchasing decisions. All Reciprocal Determinism concepts (behavior, environment and personalization) showed a positive correlation to online purchase luxury apparel decisions. The results offered online consumers a better understanding of decision-making toward luxury purchase online and e-retailers to better understand their e-commerce strategy for sustainable development in luxury apparel sales.