Rural consumer shopping behavior research has traditionally focused on factors influencing consumers to leave their community and outshop rather than on factors influencing inshopping behavior. This study tested outshopping influences related to household characteristics and satisfaction levels with local retail businesses. Also investigated was the influence of community attachment on consumers' inshopping behavior for apparel and home furnishings. Findings support previous research on rural household characteristics and the importance of satisfaction with local retailers and their products. Inshopping behaviors were defined by the consumers' strong community attachment that also contributed significantly to rural consumer behavior. Implications for the rural retailer and further research are discussed.
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