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: The aim of the present study is to investigate the complex shopping behavior of clothing consumer groupsclassified by the level of economic shopping orientation. Using a self-administered questionnaire, 260 respondents ratedtheir economic shopping orientation, hedonic shopping orientation, convenient shopping orientation, store selection cri-teria, clothing interest, gender, age, and other demographic characteristics. A total of 248 questionnaires were analyzed.The results are as follows. First, economic consumers showed more hedonic and convenient shopping orientation thanuneconomic consumers. In addition, economic consumers valued various store selection criteria. These implied that eco-nomic consumers show more complex clothing shopping behavior than uneconomic consumers. Second, as the result ofcomparing complex shopping behavior of economic consumers and uneconomic consumers by their characteristics suchas clothing interest, gender, and age, economic consumers were found to show more complex shopping behavior thanuneconomic consumers regardless of the consumer characteristics. Among them, economic consumers with higher cloth-ing interest or in adult age particularly showed more complex shopping behavior. Furthermore, economic consumers withdifferent consumer characteristics showed quite different aspects in their complex shopping behavior. Third, uneconomicconsumers showed relatively simple, impulsive, and price-apathetic shopping behavior. Key words: complex shopping behavior, economic shopping orientation, clothing shopping orientation, store selectioncriteria

Complex Shopping Behavior of Economic Consumers - Focused on Shopping Orientation and Store Selection Criteria -