Patronage Behavior of Apparel Shopping: Part II. Testing a Patronage Model of Consumer Behavior

Abstract

This is the second part of a two-part paper which investigates patronage choice behavior in apparel shopping. Part II illustrates how a conventional patronage model can be tested and extended Part of Darden's (1980) Patronage Model of Consumer Behavior was investigated by utilizing regression analyses. In addition to the five direct linkages Darden proposed, this study identified two more direct linkages: (a) shopping orientations -> store attributes -> patronage behavior and (b) information sources -> shopping orientations -> store attributes. Based on these results, a revised apparel retail patronage behavior model was developed