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The aim of this research is to investigate reference group influence on consumers’ store choice decision criteria. In this research we propose a comprehensive store choice model that includes (1) two types of reference group (“family group” and “peer group”) as exogenous constructs, (2) various store choice criteria (social activity, fashion goods, store atmosphere, location convenience, and entertainment) as mediat-ing constructs, and (3) store patronage intentions as the endogenous construct.

We then empirically examine the extent to which the reference group influences consumers’ assessments of a store on various store choice criteria, which, in turn, in-fluence patronage intention. The results of this study are as follows:

(1)The first conclusion is that “peer group” and “family group” shoppers do not differ significantly in their store selection response to the stores social activity suitability, but the other four store choice criteria differ significantly.

(2)For “peer group” shoppers, social activity and store atmosphere are positively associated with store patronage intention, and for “family group” shoppers, so-cial activity, store atmosphere, and location convenience are positively associated with store patronage intention, whereas the other store choice criteria are not.

(3)When we divide “peer group” shoppers by gender, male and female “peer group” shoppers differ significantly in their store selection response to the social activity suitability, whereas the other store choice criteria do not differ significantly. For male “peer group” shoppers, social activity is positively associated with store patronage intention, and for female “peer group” shoppers, social activity and store atmosphere are positively associated with store patronage intention, whereas the other store choice criteria are not.

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