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The purpose of the study was (1) to determine the important shopping orientations of millennial men in apparel purchase; (2) to examine differences in shopping orientations between Korean and American millennial men. Results indicate that quality is the most important shopping orientation among millennial men regardless of culture. American respondents showed higher mean scores than Korean respondents in other shopping orientations. The second most important shopping orientation was convenience among American respondents, while it was brand-consciousness among Korean respondents. Fashion-consciousness was an important shopping orientation for both respondents, but recreation was the lowest scored shopping orientation. Discussion and practical implications for millennial men' shopping orientation in apparel purchase were provided.

Millennial Men's Shopping Orientation for Apparel: Comparison of Korean and American Consumers