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Journal of Fashion Marketing and Management: An International
Journal
The effects of shopping orientations on consumers' satisfaction with product search and
purchases in a multi-channel environment
Hyun-Hwa Lee Jihyun Kim

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Article information:
To cite this document:
Hyun-Hwa Lee Jihyun Kim, (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: An International Journal, Vol. 12 Iss 2 pp. 193 - 216
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http://dx.doi.org/10.1108/13612020810874881
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Denise D. Schoenbachler, Geoffrey L. Gordon, (2002),"Multi-channel shopping: understanding
what drives channel choice", Journal of Consumer Marketing, Vol. 19 Iss 1 pp. 42-53 http://
dx.doi.org/10.1108/07363760210414943
Patrali Chatterjee, (2010),"Multiple-channel and cross-channel shopping behavior: role of consumer
shopping orientations", Marketing Intelligence & Planning, Vol. 28 Iss 1 pp. 9-24 http://
dx.doi.org/10.1108/02634501011014589
Torben Hansen, Jan Møller Jensen, (2009),"Shopping orientation and online clothing purchases: the role
of gender and purchase situation", European Journal of Marketing, Vol. 43 Iss 9/10 pp. 1154-1170 http://
dx.doi.org/10.1108/03090560910976410

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

Shopping
orientations

193
Received November 2006
Accepted February 2007

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Hyun-Hwa Lee
School of Family and Consumer Sciences, Bowling Green State University,
Bowling Green, Ohio, USA, and

Jihyun Kim
Department of Apparel, Housing, and Resource Management,
Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA
Abstract
Purpose – 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.
Design/methodology/approach – 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.
Findings – 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.
Originality/value – 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.
Keywords Shopping, Consumer behaviour, Customer satisfaction, Information media, Retailing
Paper type Research paper

Introduction
Multi-channel retailing strategy provides the firm with a competitive edge as the firm
operates two or more retail channels to distribute its products and/or services to the
customers. This retailing strategy generates greater revenue than single retail channel
operation. Multi-channel retailers can seize the opportunity to serve new and broader

Journal of Fashion Marketing and
Management
Vol. 12 No. 2, 2008
pp. 193-216
q Emerald Group Publishing Limited
1361-2026
DOI 10.1108/13612020810874881

JFMM
12,2

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194

market, which creates larger profit (Aberdeen Group, 2003; Dholakia et al., 2005). It has
made it possible for companies to build relationships with consumers through offering
information, products, services, and customer supports via two or more corresponding
channels (Rangaswamy and Van Bruggen, 2004). Retailers have recognized that
operating different formats of retail channels allows them to embrace broad customers
(Payne, 2004).
The consumer is one of the core components of the multi-channel retailing because
she/he chooses the channels to interact with a company (Rangaswamy and Van
Bruggen, 2004). Multi-channel retailing gives customers the freedom and power to decide
when, where, and how to shop (Gordon, 2005). Moreover, a multi-channel environment
provides consumers with additional channels to make purchases at their convenience
(Jensen et al., 2003). Shoppers who use multiple channels of a certain retailer comprise a
large sector of the retailer’s total customer base and spend more money than the single
channel shoppers (Dholakia et al., 2005; Pastore, 2001; Rangaswamy and Van Bruggen,
2004). A study by the Aberdeen Group, found 44.7 percent of retailers used three
different retail channels and more than half of the retailers in the USA utilized at least
two channels. Above 60 percent of retailers reported that their multi-channel consumers
are more profitable than single channel consumer (Shankar and Winer, 2005). According
to the Shop.org study (2001), multi-channel shoppers tend to spend more money during
shopping and be more loyal to the retailers than the consumers who shop through only
one channel. These findings are in line with those of previous studies (Cyr, 2002;
Dholakia et al., 2005; Shankar and Winer, 2005; Stone et al., 2002; Pastore, 2001).
Customers are frequently using different channels at different stages of shopping.
For instance, they may collect product information such as price and style information
using the internet and then they may make a purchase at brick-and-mortar stores
(Balasubramanian et al., 2005; Jensen et al., 2003). Searching for product information on
the internet is perceived easier and faster than doing at brick-and-mortar stores
(Balasubramanian et al., 2005; Van Baal and Dach, 2005). In a multi-channel retailing
environment, consumers can gather information about the products from the internet,
Catalog, and/or TV, and purchase the products from either of those retail channels. In
turn, they may return the products in stores upon their conveniences. The
characteristics of the consumers as well as products play significant roles in their
choices and usage of the certain channels (Dholakia et al., 2005).
However, literatures on the characteristics of the multi-channel shopper are currently
limited although the marketers are beginning to understand different characteristics of
the customers and how they are responding differently to various retail channels (Del
Franco, 2006). As previous research indicated, understanding multi-channel consumers
is absolutely timely and crucial for the retailing industry. It includes:
.
profiling consumers for their demographic and psychographic characteristics;
.
understanding the effects of consumers characteristics on how they utilize
different shopping channels;
.
examining how satisfied they are with various channels for different and/or
complementary purposes like searching, purchasing, and returning products
(Balasubramanian et al., 2005; Dholakia et al., 2005; Rangaswamy and Van
Bruggen, 2004; Verhoef and Donkers, 2005).

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Shopping orientation intends to capture the shoppers’ motivations, their desired
shopping experiences, and the goals they seek when they shop (Stone, 1954). Research
about shopping orientation has been useful in profiling and understanding consumers
(Moye and Kincade, 2003) and has been shown to be a reliable predictor of customer
patronage behavior in the retail format (Vijayasarathy, 2003a). Previous research also
found that shopping orientation influence on consumer behaviors in terms of different
preferences for information sources, store choices, and store attributes (Bellenger et al.,
1977; Gutman and Mills, 1982; Lumpkin, 1985; Shim and Kotsiopulos, 1993). Shopping
orientation would be very useful to understand ever-changing demands and
demographic information of multi-channel shoppers due to social, economic, and
cultural changes in the modern society. In addition, customer satisfaction is a vital
outcome measure of marketing activity that leads to customer loyalty toward the
retailer and/or brands (e.g. revisiting stores, repeating product purchases, and
word-of-mouth promotion to friends) (Anderson et al., 1994; Bloemer and Lemmink,
1992; Oliver and Bearden, 1985; Singh, 1990; Tanner, 1996; Woodside et al., 1989;
Zeithaml et al., 1996).
The purpose of this study was to examine the effects of shopping orientations as a
consumer characteristic on their satisfaction with product information search activities
in a multi-channel retailing environment. This study also investigated the influence of
multi-channel shoppers’ shopping orientations on their satisfaction level with apparel
product purchases made in a multi-channel retail environment. By applying shopping
orientation construct to various shopping channels (i.e. Catalogs, internet, TV, local
stores, and non-local stores) for four types of product information such as price, style,
promotion, and merchandise availability, this study aims to contribute the knowledge
and understanding of consumer responses to a multi-channel shopping environment.
Particularly, this study focuses on consumers’ satisfaction with information search for
four merchandising aspects of apparel products described above and apparel product
purchases via the multi-channel retailers.
Theoretical background and literature review
Shopping orientation
Shopping orientation was introduced by Stone (1954) and since then, it has been used
in marketing area, referring to shopping lifestyles, which includes shopper’s activities,
opinion, and interests in the shopping process (Hawkins et al., 1989; Shim and Bickle,
1994; Shim and Kotsiopulos, 1992a, 1992b). Stone (1954) identified four types of
shoppers – economic, personalizing, ethical, and apathetic. Darden and Reynolds
(1971) confirmed the shopping orientation categories identified by Stone (1954).
Moschis (1976) profiled the shoppers as store loyal, brand loyal, special shopper
(bargain), psychosocializing, brand name conscious, and problem solving shoppers.
The needs and preferences for information sources were different by shoppers who had
various shopping orientations. For example, price like objective information was
preferred by the special (bargain) shoppers, whereas friends’ opinions on brands like
subjective information were favored by the psycho-socializing shoppers. In addition,
problems solver and name conscious shopper preferred to have a variety of the
information needs (Moschis, 1976).
In addition, several studies indicated that different shopping orientations had
different characteristics and market behaviors such as preferences for information

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sources (Lumpkin, 1985; Shim and Kotsiopulos, 1993), store choices (Gutman and Mills,
1982; Moye and Kincade, 2003), store attributes (Bellenger et al., 1977; Lumpkin, 1985;
Moye and Kincade, 2002, 2003; Shim and Kotsiopulos, 1993), attitudes toward the
stores choices (Moye and Kincade, 2003), and satisfaction with the certain stores
(McKinney, 2004b). Several researches also showed that consumers shopping
behaviors differed across product categories among different shopping orientations
(Bloch and Richins, 1983; Girard et al., 2003; Klein, 1998; Vijayasarathy, 2003a).
Shopping orientation and apparel products. Previous scholarly works examined the
effects of shopping orientation and consumer behavior focusing on apparel products
(Moye and Kincade, 2002, 2003; Shim and Bickle, 1994; Shim and Kotsiopulos, 1992a,
1992b, 1993). Moye and Kincade (2002) found that different shopping orientations
differently valued the environment dimensions of the stores such as sensory/layout
and music/aesthetics. They (Moye and Kincade, 2003) found that there were different
attitudes toward the first store choice among consumers with different shopping
orientations.. For example, more than half of the shoppers who had decisive shopping
orientation expressed unfavorable attitudes toward their first store choice they made;
whereas, more than half of the confident shoppers and bargain shoppers did not
express either favorable or unfavorable attitudes toward the first choice of stores.
Shim and Bickle (1994) segmented the female apparel market based on the clothing
benefits sought, and found significant differences among the segmented groups based
on shopping orientations factors. Shim and Kotsiopulos (1992a, 1992b, 1993)
investigated the relationships among different shopping orientations, store attributes,
and information sources for clothing products. Shim and Kotsiopulos (1992a), 1992b,
1993) found eleven shopping orientation factors for clothing – confident shopper,
brand conscious shopper, convenience/time conscious shopper, mall shopper, local
store shopper, apathetic toward “made in USA.” shopper, catalog shopper, appearance
manager, credit card user, economic shopper, and fashion conscious shopper. They
(Shim and Kotsiopulos, 1992a, 1992b) also found that different shopping orientation
patronized different types of the stores. For example, those who used the catalog
shopping were more likely to have a catalog shopping orientation, discount stores were
more likely to be economic shoppers, and specialty stores were more likely to be the
appearance manager and the fashion conscious shopper.
In their seminal work, Shim and Kotsiopulos (1992a, 1992b, 1993) concluded that the
consumers who had different shopping orientations also evaluated the importance of
store attributes such as sales personnel, customer services, visual image, price/return
policies, easy access, brand/fashion, and quality/variety of the merchandise they
carried differently. In addition, Shim and Kotsiopulos (1992a) supported the findings of
Moschis (1976), who stated that different shopping orientations preferred different
sources for information. The confident shopper, brand and fashion conscious shopper,
catalog shoppers, appearance manager, and credit card users would be likely to use
fashion publications as sources for information. While mall shoppers tended to use
personal sources, and economic and local store shoppers tended to use media as
preferred sources for information.
Shopping orientation in different shopping channels. Researchers have tapped into
shopping orientations to understand motivations and patronage behaviors among
different shopping channels such as out shopping (Lumpkin et al., 1986), catalogs
(Gehrt and Carter, 1992; Gehrt and Shim, 1998; Kwon et al., 1991), and internet (Girard

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et al., 2003; McKinney, 2004a, 2004b; Vijayasarathy, 2003b, 2003b). Convenience
shoppers were a strong consumer group to have intentions to patronize catalog
shopping (Gehrt and Carter, 1992; Gehrt and Shim, 1998). Lumpkin et al. (1986)
explored the relationship between shopping orientation of rural consumers and the
outshopping behaviors, which consumers shop outside the local retail areas. They
found positive associations between socialization, self-confidence, and outshopping
behaviors in this study. McKinney (2004a) identified the shopping orientations about
internet shopping, and segmented the confident convenience-orientated comparison
(3C’s), store preferred, highly involved, apathetic, and apprehensive. He found that 3C’s
and apathetic shopper groups visited the internet shopping site less frequently than
highly involved shoppers. The highly involved shoppers frequently visited internet
shopping sites and purchased the products from the internet shopping sites. McKinney
(2004b) identified that atmospheric variables influenced internet shoppers’ satisfaction
with different shopping orientations. He found that the level of the satisfaction with
internet shopping was different among consumers who had different shopping
orientation. Vijayasarathy (2003b) classified the three consumer groups – home,
community, and apathetic, based on the shopping orientation. He found that home
shoppers were more positively associated with online shopping compared to
community shoppers and apathetic shoppers.
Empirical researches found that the effects of shopping orientation on consumers’
shopping behaviors differed across product categories (Bloch and Richins, 1983; Girard
et al., 2003; Klein, 1998; Vijayasarathy, 2003a). Girard et al. (2003) and Vijayasarathy
(2003a) especially showed that shopping orientations worked differently on intention
to shop on the internet by the product type. Vijayasarathy (2003a) found that
tangibility and cost of the product would moderate the relationships between shopping
orientations and intention to shop via the internet. The results showed that consumers
who have the home and economic shopping orientations had higher intentions to use
internet shopping than ones who had local shopping orientation. He also found that
product type influenced consumer intentions to shop online. Consumer had more
intentions to shop on the internet for intangible products (e.g. airline tickets, travel
packages, and insurance etc) than tangible products (e.g. grocery, clothing, furniture
etc). In line with Vijayasarathy (2003a), Girard et al. (2003) also found that shopping
orientations would have different effects on the product purchased on the internet.
Convenience shopping orientation significantly influenced the consumer preference of
internet shopping for clothing and perfume, and recreational shopping orientation was
an important factor explaining preference to shop on the internet for cell phones and
televisions.
Multi-channel retailing
Multi-channel retail strategy enables the companies to offer customer services across
channels, build strong relationships with customers, improve retaining the existing
customers, and attract new customers. (Aberdeen Group, 2003; Rangaswamy and Van
Bruggen, 2004). Companies can also use the online or offline channels as a marketing
opportunity to increase brand awareness (“MSN.co.uk”, 2005) as well as to allow online
stores to increase their offline sales or for offline stores to increase their online sales
(Kim and Park, 2005).

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Characteristics of the consumers in multi-channel environment. Customers who use
multiple retail channels for their shopping activities are different from those who use
only single retail channel (Hughes, 2005). Multi-channel shoppers tend to be loyal to the
retailer and spend more money at one retailer compared to single channel shoppers
(Kumar and Venkatesan, 2005). According to a study by USPS (2004), consumers who
subscribe to catalogs from multi-channel retailers, visited the physical stores more
often, spent more time in the store, and made more purchases via the retailer web sites,
than those who did not subscribe the catalog from the retailer. According to recent
studies (Graham, 2004), “super shoppers,” who utilized all possible retail channels for
shopping, purchased products much more frequently from both online, catalogs, and
brick-and-mortar stores, than average single channel shoppers.
Previous research also found that characteristics of the consumers played
significant roles in their use of certain channels. Online shoppers are more inclined to
shop across the various channels (Kumar and Venkatesan, 2005; Channel Intelligence,
2003) and multi-channel consumers exhibited strong loyalty to the retailers by making
repeat purchases (Dholakia et al., 2005, Kumar and Venkatesan, 2005; Channel
Intelligence, 2003).
Consumer channel choice and usage behavior in a multi-channel environment.
Multi-channel retailing also allows the consumers with convenience of using various
channels at different stages of the shopping (Jensen et al., 2003; Rangaswamy and Van
Bruggen, 2004). Information search costs are lower with use of the internet as
compared to use of a brick-and-mortar store (Balasubramanian et al., 2005; Van Baal
and Dach, 2005). Moreover, consumers choose to search information for a product in
one channel and purchase the item by using another channel; this has became a
commonality (Balasubramanian et al., 2005). When consumers searched for the
information with purchase intention for a specific product via online, product
specification information was ranked as most wanted information followed by price
information (Detlor et al. 2003). In a study by Klein and Ford (2003), they found 58
percent of current shoppers reported the internet as the most valuable source for
product information search. Additionally, the internet was identified as providing the
greatest information related to the products and services (Noble et al., 2005).
A study found that consumers valued store-based retailing to purchase experiential
products (i.e. clothing) which consumers would need to examine the product in person
before making purchases (Balasubramanian et al., 2005). Interestingly, Leven et al.
(2003) found that “high touch” products like clothing were getting benefits by having
internet channel, and “low touch” products like computer software were useful to have
off line because of the perceived high quality of these products. Also, consumers find
brick-and-mortar channels more advantageous than catalog or online channels because
they had a greater “possession value” (where consumers can have the product
immediately and do not have to wait to receive of the product it in the mail) (Noble et al.,
2005). Moreover, different customer groups may be influenced by different channel
characteristics (Dholakia et al., 2005).
The retailers lack information on characteristics of multi-channel customers and the
ways how these customers affect retailers’ performance (Rangaswamy and Van
Bruggen, 2004). Consumer behavior research in multi-channel retailing is very limited
and still a lot of questions need to be answered on understating consumers.

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Satisfaction
Satisfaction has been defined as “the consumer’s fulfillment response, which is a
judgment that a product or service feature, or the product or service itself, provided a
pleasurable level of consumption related fulfillment, including levels of under or over
fulfillment” (Oliver, 1997, p. 13). Satisfaction has been found to significantly affect
consumer’s attitude, retention behavior and loyalty to the stores and services.
Satisfaction is a vital outcome of marketing activity that leads to revisiting stores,
repeat product purchases, and word-of-mouth promotion to friends (Anderson et al.,
1994; Bloemer and Lemmink, 1992; Oliver and Bearden, 1985; Singh, 1990; Tanner,
1996; Woodside et al., 1989; Zeithaml et al., 1996).
Consumers who use multi-channels for their shopping are more likely to spend
money, revisit the stores, and repeat product purchase than single channel shoppers,
and tend to be more loyal to the retailer than single channel shoppers (Dholakia et al.,
2005; Graham, 2004; Hughes, 2005; Kumar and Venkatesan, 2005; Channel Intelligence,
2003). These behaviors are the vital outcomes of satisfaction as many of scholars
indicated (Anderson et al., 1994; Bloemer and Lemmink, 1992; Oliver and Bearden,
1985; Singh, 1990; Tanner, 1996; Woodside et al., 1989; Zeithaml et al., 1996).
In a multi-channel environment, consumers preferred to use different channels for
different products (Balasubramanian et al., 2005; Leven et al., 2003) and consumers
valued various channels for different shopping activities (Detlor et al., 2003; Klein and
Ford, 2003, Leven et al., 2003; Noble et al., 2005). As different customer groups may be
influenced by different channel characteristics (Dholakia et al., 2005) different
consumers characteristics may impact on the consumers’ satisfaction with search and
purchase behaviors via various channels.
In this context, to fulfill consumers’ demand, multi-channel retailers need to know
how satisfied consumers are with product information and offerings in the current
multi-channel retailing environment. Especially, the study is needed to investigate how
satisfied consumers are with different channels for search and purchase behaviors for
“high touch” products like the apparel, which would eventually benefit both
brick-and-click retailers and brick-and-mortar retailers.
Research questions
The purpose of this study is, therefore, to examine the effects of the shopping
orientation on consumers’ search behavior for the product information and their
purchase behavior using various retail channels. We focus on apparel products which
are very “high touch”, (Levin et al., 2003) tangible products (Vijayasarathy, 2003b,
2003b), and on the specific types of the product information such as price, promotion,
style/trends, and merchandise availability. This study also aims to extend the
application of shopping orientations to the context of a multi-channel shopping
environment to explain the consumer behavior better.
Based on previous research, we developed following research questions:
RQ1. Is there a relationship between shopping orientation and the satisfaction with
different types of information search behavior (e.g. price, promotion
information, style/trends, and merchandise availability) via different
channels (e.g. internet, catalogs, TV shopping, local retail stores, and
non-local stores)?

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RQ2. Is there a relationship between shopping orientation and the satisfaction with
purchasing behavior via different channels (e.g. internet, catalogs, TV
shopping, local retail stores, and non-local stores)?
Method
Sample
Data for this study were collected from 181 undergraduate students in the mid-western
university in the USA. The sample of this study was limited to college students;
however, this demographic group might be meaningful to examine their usage of
multi-channels as emerging features in the retail environment. College students were
appropriate for this study since they are one of major purchasers of the apparel products
using multi-channels (Ray and Walker, 2004). The majorities of the respondents (94.5
percent) were female and were between 18 and 23 years old (96.1 percent). Most of the
respondents were White or European American (86.6 percent). There were a few Asian
Americans (6.1 percent) and Black or African Americans (2.2 percent) among the
participants. Students who volunteered for this survey received extra credit for a course.
Instrument
A self-administered questionnaire was developed based on the literature and study
objectives. The questionnaire consisted of three separate sets of questions. The first set
of questions comprised four sections:
(1) shopping orientation;
(2) satisfaction with search behavior via various channels;
(3) satisfaction with purchase behavior via various channels; and
(4) demographic information.
To measure shopping orientation, total 37 items were used. Among those, 35 items
were used from Shim and Kotsiopulos (1993) and two items for internet shopping
related items were created by researchers.
Satisfaction with search behavior and purchase behavior via various channels was
measured by 25 items and those were developed by the current researchers as well.
The scales for satisfaction with search and purchase behavior via various channels
were employed using a five-point Likert scale ranging from Very Dissatisfied (1) to
Very Satisfied (5). Satisfaction with search and purchase behaviors were measured in
four different dimensions including price, promotional information, style/trends, and
merchandise availability for each retail channel, such as internet, catalogs, TV
shopping, local retail stores, and non-local stores.
Results
Frequencies of apparel information search via multi-channels
To analyze the data, descriptive statistics, factor analysis, and regression analysis
were used by SPSS 11.5 for Window version. Table I indicates the frequency of
information search with different channels for apparel products. More than 40 percent
of the respondents used the internet for information search once a month, followed by
every other week (22.1 percent), every week (13.3 percent), twice a week (11.0 percent)
and everyday (6.6 percent). For the catalogs, 44.2 percent of the respondents used the

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channel for information search once a month, over 20 percent of the respondents used
the channel for information search every other week and every week. Only 2.8 percent
of the respondents used the catalogs for information search of apparel product
everyday. TV shopping was also used for information search of apparel product by
43.6 percent and over 10 percent of the respondents used the media for information
search every other week, every week, and every day. Respondents used the local retail
stores every other week for information search of apparel products were 36.5 percent
and over 20 percent of the respondents used the media for information search of
apparel once a month and every week. More than half of the respondents (49.7 percent)
used the non-local retail store for the information search of apparel product.

Shopping
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Frequencies of apparel purchase via multi-channels
Table II shows the frequencies of the apparel purchase experiences with different
shopping channels. Over the half of the respondents of the study sometimes purchased
apparel products from the internet and catalogs and never purchased it from TV
shopping. Over 20 percent of the respondents were frequent shoppers from internet and
catalogs for apparel products and over 50 percent of the participants responded that they
use both channels to purchase apparel products. Participants of the present study used
more frequently the local retail stores (77.9 percent) and non-local retail store (66.7
percent) to purchase their apparel product. TV shopping channel was the least frequent
channel to purchase the apparel products among the respondents of the study.
Dimensions of shopping orientation
To identify dimensions of the shopping orientation, the researchers performed
principal components factor analysis with a varimax rotation. Factor analysis of 37
shopping orientation items resulted in nine factors. Table III represents the factor items

Frequency
Various retail channels

Once a
month
n
(%)

Every
other
week
n
(%)

Every
week
n
(%)

Twice a
week
n
(%)

Every day
n
(%)

Internet
Catalogs
TV shopping
Local retail stores
Non-local retail stores

78
80
79
37
90

40
47
27
66
49

24
39
31
45
25

20
5
11
24
14

12
5
23
7
1

Frequency
Various retail channels
Internet
Catalogs
TV shopping
Local retail stores
Non-local retail stores

(43.1)
(44.2)
(43.6)
(20.4)
(49.7)

Never (1)
n
(%)
40
27
108
3
6

(22.1)
(14.9)
(59.7)
(1.7)
(3.3)

(22.1)
(26.0)
(14.9)
(36.5)
(27.1)

(13.3)
(21.5)
(17.1)
(24.9)
(13.8)

Sometimes
(2, 3)
n
(%)
94
106
58
25
54

(51.9)
(58.6)
(31.6)
(19.3)
(29.8)

(11.0)
(2.8)
(6.1)
(13.3)
(7.7)

(6.6)
(2.8)
(12.7)
(3.9)
(.6)

Very often
(4, 5)
n
(%)
45
46
13
141
119

(24.8)
(25.4)
(7.2)
(77.9)
(66.7)

Total
n
174
176
171
179
179

Table I.
Frequencies of apparel
information search via
various retail channels

Total
n
179
179
179
179
179

Table II.
Frequencies of apparel
purchases via various
retail channels

Table III.
Results of factor analysis
of shopping orientation

Shopping orientation factors
I feel very confident in my ability to shop for clothing
I have the ability to choose the right clothes for myself
I think I am a good clothing shopper
Dressing well is an important part of my life
I like to be considered well-groomed
When I find what I like I usually buy it without
hesitation
I try to keep my wardrobe up-to-date with fashion
trends
It is important to buy well-known brands for clothing
I try to stick to certain brands and stores
Once I find a brand I like, I stick with it
A well-known brand means good quality
Local stores offer me good quality for the price
Local (clothing) stores are attractive places to shop
Local (clothing) stores just meet my shopping needs
(Store at bigger city/town) offers me good quality for
the price
(Store at bigger city/town) is attractive way to shop
(Store at bigger city/town) just meets my shopping
needs
I usually read the advertisements for announcements
for sales
I pay a lot more attention to clothing prices now than I
ever did before
I don’t like to shop for clothing at home through
catalogsa
Mail ordering of clothing at home is more convenient
than going to the store
I don’t like to shop for clothing at home through the
interneta
0.68

0.82
0.81
0.83
0.74
0.74
0.59

CFCSO

0.78
0.86
0.74
0.64

BCSO

0.76
0.83
0.79

LSSO

0.80
0.71

0.73

NLSSO

0.71

0.76

BPCSO

0.66

0.71

0.75

CISO

CSO

202

Items

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CCSO

(continued)

MSO

JFMM
12,2

3.47
61.70

Internet shopping of clothing at home is more
convenient than going to the store
I usually buy at the most convenient store
I shop where it saves me time
Shopping malls are the best place to shop
I enjoy shopping and walking through malls
I buy many things with a credit card
It is good to have a charge account
Eigenvalues
% of total variance
3.36

BCSO

2.80

LSSO

2.67

NLSSO

2.43

BPCSO

2.20

0.69

CISO

2.19

0.50
0.43

CSO

1.94

0.58
0.56

MSO

0.85
0.86
1.76

CCSO

Notes: CFCSO: Confidence/fashion-conscious shopping orientation; BCSO: Brand-conscious shopping orientation; LSSO: Local store shopping
orientation; NLSSO: Non-local store shopping orientation; BPCSO: Bargain/price-conscious shopping orientation; CISO: Catalog/internet shopping
orientation; CSO: Convenience shopping orientation; MSO: Mall shopping orientation; CCSO: Credit card shopping orientation.
a
reversed code

CFCSO

Items

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Shopping
orientations

203

Table III.

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204

and their factor loadings. The nine factors explained 61.7 percent of the total variance
in shopping orientation. Factor loadings ranged from 0.43 to 0.86, and Cronbach’s
alpha is higher than 0.70 in all nine factors. The factors were labeled (1)
Confidence/fashion consciences shopping orientation (CFCSO), (2) Brand conscious
shopping orientation (BCSO), (3) Local store shopping orientation (LSSO), (4) Non-local
store shopping orientation (NLSSO), (5) Bargain/price conscious shopping orientation
(BPCSO), (6) Catalog/internet shopping orientation (CISO), (7) Convenience shopping
orientation (CSO), (8) Mall shopping orientation (MSO), and (9) Credit card shopping
orientation (CCSO). Summated scales for the nine shopping orientations were
calculated by averaging the items that loaded on each factor and used for the further
regression analyses.
Effects of shopping orientations on satisfaction with information search via
multi-channels
A series of linear multiple regression analyses were performed to investigate the
predictability of shopping orientations on the satisfaction with information search and
purchase behaviors of different channels (e.g. internet, magazines, catalogs, TV,
friends, local retail store, and non-local store). Table IV shows regression analyses to
investigate the relationship between nine shopping orientation dimensions and
satisfaction with information search (price, promotion, style/trends, and merchandise
availability) about apparel products via different shopping channels (internet, catalogs,
TV, local retail store, and non-local store). Several shopping orientation factors
appeared to be significant in predicting satisfaction with information search.
Price. For the internet (F ¼ 30.52, p , 0.001), CFCSO (b ¼ 0.40, p (0.001) was
significant in predicting satisfaction with price information search. For catalog
(F ¼ 6.79, p , 0 .001), BCSO (b ¼ 0.17, p (0.05), BPCSO (b ¼ 0.16, p (0.05), and CISO
(b ¼ 0.23, p (0.01) were significant. MSO (b ¼ 0.24, p (0.01; b ¼ 0.27, p (0.001) was
significant in predicting satisfaction with price information search via TV (F ¼ 9.82, p
, 0.01). For local retail store, three factors were significant (F ¼ 9.34, p , 0.001):
CFCSO (b ¼ 0.22, p (0.01), LSSO (b ¼ 0.20, p (0.01), and CISO (b ¼ 2 0.20, p (0.01). Two
factors were significant in predicting the satisfaction with price information search
using non-local store (F ¼ 7.25, p , 0.001), which were CFCSO (b ¼ 0.22, p (0.01) and
BPCSO (b ¼ 0.19, p (0.01). Overall, consumers with CFCSO were satisfied with price
information search for apparel products via the internet, local retail stores, as well as
non-local retail store. Catalog and non-local retail store were the retail channels that
ones with BPCSO were satisfied with price information search. However, ones with
N LSSO, CSO, and CCSO were not satisfied with any of retail channels for searching for
price information.
Promotion. Three factors were significant in predicting satisfaction with promotion
information search using internet (F ¼ 11.76, p , 0.001): CFCSO (b ¼ 0.19, p (0.01),
BCSO (b ¼ 0.18, p (0.05), and CISO (b ¼ 0.27, p (0.001). For the catalog (F ¼ 7.83,
p , 0.001), BCSO (b ¼ 0.18, p (0.05), CISO (b ¼ 0.21, p (0.01), and MSO (b ¼ 0.17,
p (0.05) were related to the satisfaction with promotion information search. CFCSO
(b ¼ 0.23, p (0.01) was significant to predict the satisfaction with promotion
information search using TV (F ¼ 9.10, p , 0.01). Four factors were significant in
predicting promotion information search in local retail store (F ¼ 10.10, p , 0.001):
CFCSO (b ¼ 0.27, p (0.001), LSSO (b ¼ 0.20, p (0.01), MSO (b ¼ 0.17, p (0.05), and CCSO

0.19 *
0.19 *

0.23 * *

0.30 * * *
0.26 * * *

0.24 * *

CSO

0.17 *

0.17 *

0.24 * *

MSO

0.18 *

20.17 *
20.17 *

0.45 * * *

0.27 * * *
0.21 * *

20.20 * *

0.23 * *

CISO

0.16 *

0.19 * *

0.16 *

BPCSO

0.31 * * *
0.16 *
0.15 * 0.20 * *
0.18 *
0.20 * *
0.17 *

NLSSO

0.23 * *
0.21 * *
0.23 * * 20.16 *

0.14 *

0.16 *

0.23 * *

0.20 * *

0.20 * *

0.18 *
0.18 *

0.17 *

LSSO

0.23 * *
0.27 * * *
0.25 * * *

0.19 * *

0.22 * *
0.22 * *

0.40 * * *

BCSO

F

0.15 30.52 * * *
0.10 6.79 * * *
0.05 9.82 * *
0.13 9.34 * * *
0.07 7.25 * * *

R2

20.16 *

0.21 22.23 * * *
0.05 9.42 * *
0.05 10.02 * *
0.11 6.00 * * *
0.06 6.00 * *

0.23 13.31 * * *
0.14 7.43 * * *
0.08 8.20 * * *
0.20 11.00 * * *
0.11 11.21 * * *

0.16 11.76 * * *
0.11 7.83 * * *
0.05 9.10 * *
20.18 * * 0.18 10.10 * * *
0.06 10.61 * * *

CCSO

Notes: *p , 0.05; * *p , 0.01; * * *p ,0.001; CFCSO: Confidence/fashion-conscious shopping orientation; BCSO: Brand-conscious shopping orientation;
LSSO: Local store shopping orientation; NLSSO: Non-local store shopping orientation; BPCSO: Bargain/price-conscious shopping orientation; CISO:
Catalog/internet shopping orientation; CSO: Convenience shopping orientation, MSO: Mall shopping orientation; CCSO: Credit card shopping orientation

Merchandise availability Internet
Catalog
TV
Local retail store
Non-local store

Internet
Catalog
TV
Local retail store
Non-local store

Internet
Catalog
TV
Local retail store
Non-local store

Promotion information

Style/trends

Internet
Catalog
TV
Local retail store
Non-local store

Independent variables CFCSO

Price

Dependent variables

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Shopping
orientations

205

Table IV.
Results of step-wise
regression analysis
predicting satisfaction
with product information
search via various retail
channels

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206

(b ¼ 2 0.18, p (0.01). CFCSO (b ¼ 0.25, p (0.001) was significant in predicting
satisfaction with promotion information search via non-local store (F ¼ 10.61, p ,
0.001). In general, ones with CFCSO were satisfied with searching for apparel
promotion information via internet, TV, local retail stores, as well as non-local store.
Ones with BCSO and CISO were satisfied with the internet and catalog for the
information search related to promotion. Ones with N LSSO, BPCSO, and CSO were not
satisfied with any of the retail channels for information search related to the promotion.
Style/trends. For the internet (F ¼ 13.31, p , 0.001), four factors were significant to
predict the satisfaction with style/trends information search: CFCSO (b ¼ 0.23, p (0.01),
BCSO (b ¼ 0.16, p (0.05), LSSO (b ¼ 0.14, p (0.05), and CISO (b ¼ 0.31, p (0.001). For
satisfaction with catalog usage for information search about styles/trends (F ¼ 7.43,
p , 0.001), N LSSO (b ¼ 0.23, p (0.01) and CISO (b ¼ 0.16, p (0.05), CSO (b ¼ 0.15,
p (0.05), and MSO (b ¼ 0.20, p (0.01) were significant in predicting satisfaction with the
style/trends information search. N LSSO (b ¼ 0.21, p (0.01) and MSO (b ¼ 0.18, p (0.05)
significantly predicted satisfaction with style/trends information search from TV
(F ¼ 8.20, p , 0.001). Four factors were significant in predicting satisfaction with
style/trends information search in local retail store (F ¼ 11.00, p , 0.001): CFCSO
(b ¼ 0.30, p (0.001), LSSO (b ¼ 0.23, p (0.01), Non- LSSO (b ¼ 2 0.16, p (0.05), MSO
(b ¼ 0.20, p (0.01). CFCSO (b ¼ 0.26, p (0.001) and MSO (b ¼ 0.17, p (0.05) significantly
predicted the satisfaction with style/trends information search by non-local retail store
(F ¼ 11.21, p , 0.001). Based on the findings, consumers with different shopping
orientations in the present study were satisfied with the style/trends information
search via multi channels. Ones with CFCSO were satisfied with searching for
style/trend information via the internet, local retail stores, and non-local retail store.
Ones with BCSO, LSSO, and CISO were satisfied with the internet for the information
search related the style and trend as well. NLSSO was not the factor predicting
consumers’ satisfaction with searching for the price, promotion, and merchandise
availability information via any channels. Interestingly, ones with N LSSO were
satisfied with the information search related to the style and trend via catalog and TV,
yet were not satisfied with the local retail store for that. Catalog, TV, local retail store,
and non-local retail store were the channels that consumers with MSO were satisfied
with information search related to the style and trend.
Merchandise availability. LSSO (b ¼ 0.16, p (0.05) and CFCSO (b ¼ 0.45, p (0.001)
significantly predicted the satisfaction with merchandise availability via internet
(F ¼ 22.23, p , 0.001). CFCSO (b ¼ 0.23, p (0.01) significantly predicted the
satisfaction with information search by catalog (F ¼ 9.42, p , 0 .01). BCSO (b ¼ 0.19,
p (0.05; b ¼ 0.24, p (0.01) had positively related to the satisfaction with merchandise
available information search by TV (F ¼ 10.02, p , 0.01). Four factors were significant
to predict satisfaction with merchandise availability by local store (F ¼ 6.00, p ,
0.001): CFCSO (b ¼ 0.19, p (0.05), LSSO (b ¼ 0.18, p (0.01), CISO (b ¼ 2 0.17, p (0.05),
and CCSO (b ¼ 2 0.16, p (0.05). CFCSO (b ¼ 0.19, p (0.05) and CISO (b ¼ 2 0.17, p (0.05)
significantly predicted the satisfaction with merchandise availability by non-local
store (F ¼ 6.00, p , 0.01). Again, consumers with CFCSO were satisfied with
information search for merchandise availability of apparel products via catalog, local
retail stores, and non-local retail store. The internet and local retail store were the
channels that ones with LSSO were satisfied with the information search related to the

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merchandise availability. However, ones with CISO were not satisfied with the local
and non-local retail store for information search for merchandise availability.
Shopping orientations on satisfaction with apparel purchases via multi-channels
Table V presents the results of regression analyses on the relationships between nine
shopping orientation dimensions and satisfaction with purchase for apparel products
using multi-channels (e.g. internet, catalogs, TV shopping, local retail stores, and
non-local stores). Several shopping orientation factors appeared to be significant in
explaining satisfaction with purchasing apparel product. LSSO (b ¼ 0.14, p (0.05) and
CISO (b ¼ 0.57, p (0.001) significantly predict the satisfaction with purchasing apparel
product by internet (F ¼ 39.84, p , 0.001). N LSSO (b ¼ 0.19, p (0.01) and CISO
(b ¼ 0.33, p (0.001) significantly predict the satisfaction with purchasing apparel
product by catalog (F ¼ 15.61, p , 0.001). For the TV (F ¼ 5.06, p , 0.01), Non- LSSO
(b ¼ 0.17, p (0.05) and BCSO (b ¼ 0.16, p (0.05) were significantly related to the
satisfaction with purchasing apparel product. Four factors were significantly related to
the satisfaction with purchasing apparel product by local retail store (F ¼ 14.33, p ,
0.001): CFCSO (b ¼ 0.22, p (0.01), LSSO (b ¼ 0.25, p (0.001), CISO (b ¼ 2 0.27, p (0.001),
and MSO (b ¼ 0.16, p (0.05). For the N LSSO (F ¼ 9.40, p , 0.001), CFCSO (b ¼ 0.25,
p (0.001), and MSO (b ¼ 0.08, p (0.05) were positively related to the satisfaction with
purchasing apparel product and CISO (b ¼ 2 0.16, p (0.05), and CSO (b ¼ 2 0.22,
p (0.01) were negatively related to the satisfaction with purchasing for apparel
products. Overall, for most of the shopping orientations, consumers were satisfied with
several of shopping channels for purchasing the apparel products except BCSO.
Consumers with CFCSO and MSO were satisfied with purchasing apparel product at
local and non-local retail stores. The internet and local retail store were the retail
channels that consumers with LSSO were satisfied with purchasing the apparel
product. Ones with LSSO were satisfied the internet and local retail store for the
purchasing the apparel products yet, ones with N LSSO were satisfied with the TV and
local retail store for apparel product purchases. Ones with CISO were satisfied with the
internet and catalog, but not satisfied with local and non-local retail stores for
purchasing the apparel products.
Discussion
This study investigated consumers’ satisfaction with information search and
purchasing of apparel product using multi-channels. Especially, the present research
included specific information of apparel products (e.g. price, promotion, style/trends,
and merchandise availability) that consumers might use different shopping channels
to find out specific information.
The findings of the study indicated that consumers were satisfied with shopping
channels in searching for the product information (i.e. price, promotion, style/trends and
merchandise availability of apparel products). Confident/fashion conscience shopping
orientation (CFCSO) and catalog /internet shopping orientation (CISO) were positively
significant factors predicting satisfaction with shopping channels. CFCSO positively
predicted consumer’s satisfaction level with most shopping channels about all four types
of product information used in the present study (e.g. price, promotion, style/trends, and
merchandise availability). This shopping orientation was very satisfied with store-based
retail channels as well as non-store based channels to gather all four types of

Shopping
orientations

207

BCSO

0.25 * * *

0.14 *

LSSO
0.19 * *
0.17 *

NLSSO

0.16 *

BPCSO

20.27 * * *
20.16 *

0.57 * * *
0.33 * * *

CISO

2 0.22 * *

CSO

0.16 *
0.08 *

MSO

2 0.20 * *

CCSO

0.32
0.15
0.07
0.24
0.17

R2

39.84 * * *
15.61 * * *
5.06 * *
14.33 * * *
9.40 * * *

F

Notes: *p , 0.05; * *p , 0.01; * * *p ,0.001; CFCSO: Confidence/fashion-conscious shopping orientation; BCSO: Brand-conscious shopping orientation;
LSSO: Local store shopping orientation; NLSSO: Non-local store shopping orientation; BPCSO: Bargain/price-conscious shopping orientation; CISO:
Catalog/internet shopping orientation; CSO: Convenience shopping orientation, MSO: Mall shopping orientation; CCSO: Credit card shopping orientation

0.22 * *
0.25 * * *

Internet
Catalog
TV
Local retail store
Non-local store

Table V.
Results of step-wise
regression analysis
predicting satisfaction
with purchase behavior
via multi-channels for
apparel product
purchases
CFCSO

208

Shopping orientation factors
Various retail channels

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information. Both local and non-local retail stores were the channels that ones who had
high scores on CFCSO were more satisfied with the information search about all four
aspects of the product–price, promotion, style/trends, and merchandise availability and
they used the internet as a main retail channel to gather those.
In the present study, CFCSO was factored into one dimension, whereas the previous
study (Shim and Kotsiopulos, 1992a) found two separate shopping orientation
dimensions. The consumers who had higher scores in this CFCSO factor, exhibited
their confidences in their ability in shopping, knew what and where to shop, and
considered themselves as the good clothing shopper (Moye and Kincade, 2003). In line
with previous research, the findings of the study also supported that CFCSO was a
strong factor in predicting information search about apparel products using
store-based retail channels (local and non-local stores) as well as internet sites, and
more satisfied with their information search behavior using those retail channels.
In addition, Brand conscious shopping orientation (BCSO) was the significant factor
explaining the satisfaction with non-store-based shopping channels, such as catalogs
for price and promotion information, and internet retailer sites for promotion and
style/trends information. The consumers who had high scores on BCSO utilized
brick-and-clicks more than local retail stores for their apparel products information
using direct channel rather than local retail stores. As the present study was conducted
in the small town in mid west US, the respondents of the study had a limited access to
the apparel brands. It provides the rationale of the result, as well as the direct channels,
which do not have any geographical and timely limitation like the local and non-retail
stores. Therefore, brick-and-clicks might be the main channels to gather information
about apparel products for those who had BCSO characteristics in the present study.
Local store shopping orientation (LSSO) was a key factor to predict consumer’s
satisfaction with local stores for product information search including price,
promotion, style/trends, and merchandise availability of apparel products. Moreover,
consumers who had high scores on this LSSO were satisfied with internet shopping
channel for information about style/trends and merchandise availability of apparel
products. The consumers who are oriented more with local store shopping extended
their usage of channel for information search about style/trends and merchandise
availability to internet channel. Consumers choose appropriate channels based on their
characteristics (Dholakia et al., 2005) as local store shopping oriented consumers who
were satisfied with local stores for information search. Moreover, this finding also
shows that consumers also use multiple channels to gather information about the
apparel products. As previous research indicated (Balasubramanian et al., 2005; Van
Baal and Dach, 2005) information search cost using the internet is lower and easier
than other channels; therefore, local store shoppers certainly adopted and utilized more
than one channel for their information search for apparel products.
Non-local store shopping orientation (NLSSO) was the significant factor to
positively predict the consumers’ satisfaction level with catalog and TV channels for
the information about style/trends while negatively predicting the satisfaction level
with local store for only information search about style and trends. Again, as small
town residents, consumers who had a high score on N LSSO might have similar
characteristics as out-shoppers (Lumpkin et al., 1986) those who shop outside the local
retail areas. Therefore, this shopping orientation was not a significant factor to predict
the satisfaction level with local retail stores, yet extended their usage in terms of

Shopping
orientations

209

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210

searching for information about style/trends of apparel products through direct
channels like catalogs and TV.
Not surprisingly, consumers who had more tendencies on bargain/price conscious
shopping orientation (BPCSO) were satisfied with catalogs and local retail stores to
search for only price information for apparel products. This BPCSO was not a factor to
predict the consumers’ satisfaction with any other information search such as
promotion, style/trends and merchandise availability of apparel products. This result
is in line with the previous research which states that shoppers who had a higher score
on economic shopping orientation preferred to use discount stores and more interested
in finding out price information (Moschis, 1976; Shim and Kotsiopulos, 1992a).
Shopping orientation, as one of the consumer characteristics, influences the kinds of
information they search for (Dholakia et al., 2005). In addition, the orientation shows
that consumers adopted available channels to extend their information search for the
information they looked for.
Catalog/internet shopping orientation (CISO) was a significant factor in explaining
higher satisfaction with internet retailers and catalog retailers on searching for the
information such as promotion and styles/trends information of apparel products. Catalog
was the channel that these shoppers were significantly satisfied with for price information
search, and the internet was the channel that these consumers were satisfied with for
merchandise availability information. Not so surprisingly, these Catalog/internet
shoppers were less satisfied with usage of local retail stores for price information, and
local and nonlocal stores for merchandise availability information. Catalog/internet
shoppers preferred non-store based channels to find out product information more than
traditional retail stores including both local and non-local stores (Moschis, 1976; Shim and
Kotsiopulos, 1992a). Again, this finding supports that consumer characteristics play
strong roles in the use of specific channels (Dholakia et al., 2005).
Convenience shopping orientation (CSO) was the only factor in explaining the
consumer’s satisfaction level with catalog shopping to gather information about
style/trends of apparel products. Since these consumers prefer saving time and look for
convenience in apparel shopping, finding different types of product information for
apparel, using store-based shopping channels might not meet their needs to find the
product information. Mall shopping orientation (MSO) was a factor to predict
consumer satisfaction levels with various channels including catalogs, TV, local and
non-local retail stores to gather information about styles/trends of apparel products. In
addition, MSO were satisfied with TV on searching for price information and catalog
and local retail stores on promotion information search of apparel products. MSO was a
key factor to explaining the consumers’ satisfaction with local retail stores for
promotion and style/trends information, which supported the notion that mall
shoppers tend to use personal information sources (e.g. sales associates) compared to
other types of the information sources (Moschis, 1976). In addition, these mall shoppers
were also satisfied with TV and catalogs for different information including price and
promotion, which indicated that the shoppers also extended the usage of the different
channels to gather information for apparel products. Credit card shopping orientation
(CCSO) was a factor to predict negative satisfaction with local retail stores on
information search about promotion and merchandise availability.
Whereas consumers used different shopping channels to search various types of
product information and were satisfied with various channels for different types of

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information for apparel products, consumers were only satisfied with a few channels
for their purchase for apparel products. Confidence/fashion conscious shopping
orientation (CFCSO) was a significant factor that positively explains consumer’s
satisfaction with both local and non-local retailers. Local store shopping orientation
was the factor to explain positively predicted consumer’s satisfaction with internet and
local retailers. Non-local store shopping orientation (NLSSO) was the factor to
positively explain the consumer’s satisfaction level with catalogs and TV shopping
channels to purchase for apparel products. Bargain/price conscious shopping
orientation (BPCSO) was the strong factor to predict consumers’ satisfaction with
apparel purchases from local retail stores. Catalog/internet shopping orientation (CISO)
positively predicted consumer’s satisfaction level with internet and catalog retailers
and their dissatisfaction with local and non-local retail stores. Convenience shopping
orientation (CSO) factor was negatively related to the consumer’s satisfaction level
with the non-local retail store for apparel purchases, which explains their tendency to
reduce the hours on shopping. Mall shopping orientation positively predicted the
consumer’s satisfaction level with local and non-local retail stores for apparel
purchases.
In terms of comparing satisfaction with different channels between information
search and purchasing apparel products, CFCSO was a string factor to explain
satisfaction with multiple shopping channels (e.g. internet, catalog, TV, local, and
non-local retail store) to gather information about price, promotion, styles/trends, and
merchandise availability of apparel products; however, they were only satisfied with
local and non-local retail stores for their apparel purchases. In addition, non-local store
shopping oriented consumers were only satisfied with a few shopping channels (e.g.
catalog and TV shopping) to gather information about only style/trends of the
products, but they were satisfied with catalog and TV shopping channels for
purchasing apparel products.
The present study was based on the consumers’ actual search and purchase
behavior, instead of behavioral intentions used in the study of Shim et al. (2001) study.
They found that consumers’ intention to use the internet for an information search
would lead to consumers’ intention to use the internet for product purchases. However,
the findings of the present suggest very interesting insights about internet shopping in
a multi-channel retail environment. For example, in our study, only catalogs/internet
shopping orientation (CISO) factors showed its steadfast satisfaction with both
information search and purchase behavior using in the internet as a shopping channel.
Confidence/fashion conscious shopping orientation (CFCSO), local store shopping
orientation (LSSO), and brand conscious shopping orientation (BCSO) were the factors
contributing to explanation of the satisfaction level with the internet as an information
search channel for one or more of following product information: price, promotion
information, style/trend information, and/or merchandise availability. However, only
LSSO and CISO were the factors to explain the satisfaction with internet shopping for
apparel purchases. In other words, even though it is believed that there would be a
positive relationship between the intentions to use the internet for product information
search and for product purchase, there might not be future shopping behavior using
the internet for apparel products.
The reason behind this assertion is that satisfaction is a major key element for the
consumer’s loyalty behavior including revisit to the store, repurchase from the store,

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and say positive things about the store (e.g. Anderson et al., 1994; Anderson and
Sullivan, 1993; Zeithaml et al., 1996). If the current customers are happy about the
information search using the internet but not satisfied with their internet shopping,
then this might result in the negative consequences regarding product purchases via
the internet. In summary, based on the our findings, we carefully conclude that
information search behavior does not always result in purchase behavior in the
multi-channel retailing context due to the various other channels available to the
customers.
Conclusions and implications
In conclusion, consumers utilized various retail channels for information search and
apparel product purchases. Shopping orientation factors were significant predictors in
identifying consumers’ choices and use of multiple shopping channels. Consumers
were satisfied with the multi-channels for information search about price, promotion,
style/trends, and merchandise availability of apparel products. However, they had
specific shopping channels that they were satisfied with for apparel purchases. By
applying and testing the shopping orientation framework in a multi-channel retailing
context, this study unveiled the current multi-channel shoppers shopping behavior and
their satisfaction level with information search and product purchases using various
multi-channels.
The present study provides several implications for the apparel industry. Today,
multi-channel retailing strategy is a very dominant format for the apparel retailing
industry. Consumers expect to use different channels to search for product information
and to purchase apparel products. The findings of the study suggested that consumers
adopt and utilize the various channels for searching for different types of product
information and, in turn, they purchase apparel products via the channel of their
choice. Although some of the consumers are not satisfied with apparel purchase in
some channels, they certainly were satisfied with those channels for information
gathering activities regarding apparel products. The apparel industry needs to focus
on studying consumer characteristics since it plays strong roles in their use of specific
channels (Dholakia et al., 2005). Apparel retailers may consider adopting multi-channel
retailing strategy to provide their customers with:
.
detailed product information via various channels;
.
multiple transactional media in order to fulfill their customers’ demands; and
.
further delight their customers to build a longer term relationships and customer
loyalty toward the retailer.
Based on the findings of this study, we suggest that apparel industry takes extra care
in ensuring consumers’ perceptions about the retailer’s multiple channel characteristics
(e.g. product offerings and customer service, etc.) since it would ultimately affect the
customers’ choices and usages of the various channel for information search and
purchase for apparel products. Future research may explore more in-depth level of
multi-channel characteristics and investigate the relationships between the usage of
different channels and different consumer segments using demographics and
psychographics. Especially, investigating the usage of and satisfaction with the
different channels by consumer segments based on shopping orientation would be very
useful.

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There were some limitations of the present study. The demographics of our sample,
college-aged sample, do not permit the generalization of our findings to other consumer
segments. Providing extra credit to the students who volunteered for the present study
might cause inequality issue. However, to give the equal opportunity to all the students
in the class, we also provided alternative opportunity to obtain extra credit from the
class. Students, who did not want to participate in the study, read and summarized a
selected article, which could be obtained from instructors of the classes recruited from,
and submit in order to get extra credit from the course. Therefore, future study may
use a larger sample using random sampling method in various countries to explore the
cross-national consumer behaviour in multi-channel retailing environment. In addition,
the product used in the study was only limited to the product category of the apparel.
Using shopping orientation for other product categories (e.g. home furnishings,
personal care products, cosmetics) in a multi-channel retailing context would be very
helpful.

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Corresponding author
Hyun-Hwa Lee can be contacted at: [email protected]

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