“…Forth, the present study includes only two types of consumer buying tendencies; variety-seeking buying tendency and price sensitivity, for future research other possible consumer buying tendencies such as compulsive buying tendency (Hirschman, 1992;Faber & O'Guinn, 1992;Rook, 1987) and impulsive buying tendency (Rook, 1987;Bayley & Nancarrow, 1998;Dittmar et al, 1996;Rook & Fisher, 1995;Beatty & Ferrell, 1998;Hausman, 2000) could be tested. Finally, considering the findings of previous research that product involvement can influence shopping behavior (Laurent & Kapferer, 1985;Kim, 2005;Martin, 1998;Park et al, 2006;Bloch & Richins, 1983;Zaichkowsky, 1985;Bloch et al, 1989;Bloch et al, 1986;Smith & Carsky, 1996) (Lehtonen, 1994, 193 …”