Investigating Consumers’ Apparel Retail Format Choice: The Roles of Decision-making Styles and Retail Attributes


  • Phillip Frank
  • Kittichai Watchravesringkan


Consumer Behavior, Decision-Making Styles, Retail Attributes


With the increase in competitive markets and the evolution of new channels (e.g., internet, mobile), the ability to identify, and understand consumers’ preferences may very well define retail success. The current study explores how consumers’ decision-making styles influence their evaluation of retail attributes, which in turn, affect their retail format choices (i.e., upscale department stores vs. off-price retailers) in the apparel shopping context. A convenience sample of 344 undergraduate students were collected and tested using a structural equation analysis. Results revealed that perfectionist dimension of consumers’ decision-making styles positively influenced the evaluation of service-related retail attributes, which positively influenced their selection of upscale department stores. Furthermore, fashion consciousness, perfectionist, and brand loyalty dimensions of consumers’ decision-making styles positively influenced their evaluation of shopping incentive-related retail attributes, which positively influenced their choice to patronize off-price retailers and negatively influenced their choice of upscale retailers. Implications and future research directions are suggested.


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