Consumer Shopping Orientations, Non-Store Retailers, and Consumers' Patronage Intentions: A Multivariate Investigation Dr. Pradeep K. Korgaonkar, Ph.D. Florida Atlantic University INTRODUCTION In a period characterized by profound economic and technological changes, increasing attention has centered on understanding the impact of these changes on retail institutions. Some studies have focused on understanding: retailing of services (Upah, 1980), changes in gasoline retailing {Mitchell, 1980), effects of optical scanning tech- nology (Pommer, Berkowitz, and Walton, 1980) while others have con- sidered the impact of these changes on consumers' life styles and demographics (Bellenger and Korgaonkar 1980, Berry 1979, May 1979). More importantely, several recent articles in retailing literature have identified non-store retailing, sometimes called direct marketing, as the shape of the future for an increasing share of the retail dollar (Rosenberg and Hirschman 1980, May and McNair 1978. Doody and Davidson 1967). A decade of impressive growth has convinced numerous retailers and analysts that the growth of nonstore retailing in the years ahead is virtually unlimited. Not only would the various forms of direct market- ing in existence continue to increase from three to five time faster than those of traditional store outlets; the application of such new market- 9 Academy of Marketing Science, Journal of t~e Academy of Marke ring Science Winter, 1984, Vol. 12, No. 1, 11-22 0092-0703/84/1201-0011 $2.00 11