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The effects of shopping orientations on consumers' satisfaction with product search and purchases in a multi‐channel environment

Hyun‐Hwa Lee (School of Family and Consumer Sciences, Bowling Green State University, Bowling Green, Ohio, USA)
Jihyun Kim (Department of Apparel, Housing, and Resource Management, Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 9 May 2008




The purpose of this study is to investigate the effects of consumers' shopping orientation on their satisfaction level with the product search and purchase behavior using multi‐channels.


A total of 181 students in a large US mid‐western university provided usable responses to the survey. Exploratory factor analysis and multiple regression analyses were employed to examine the research questions.


The results showed that more than three quarters of the respondents shopped via the internet and catalogs, and about 95 percent shopped at non‐local retailers. About 60 percent reported that they never shopped from TV shopping channels. Confident/fashion‐conscious shopping orientation and catalog/internet shopping orientation were found to be key predictors of customer satisfaction level with information search via multi‐channels. Both confident/fashion‐conscious consumers and mall shopping‐oriented shoppers were more satisfied with store‐based retail channels for apparel purchases, whereas non‐local store‐oriented shoppers and catalog/internet‐oriented shoppers were more satisfied with non‐store‐based retail channels for their apparel purchases.

Research limitations/implications

The sample of this study was biased by gender and age. For the apparel retail industry, this paper offers practical knowledge about the relationships between shopping orientation and consumer search and purchase behavior in a multi‐channel retailing context.


No study has utilized the shopping orientation framework to explain consumer behavior in a multi‐channel environment. This study provides understanding of consumer product information search behavior on four dimensions (price, promotion, style/trends, and merchandise availability) via multi‐channels.



Lee, H. and Kim, J. (2008), "The effects of shopping orientations on consumers' satisfaction with product search and purchases in a multi‐channel environment", Journal of Fashion Marketing and Management, Vol. 12 No. 2, pp. 193-216.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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