摘要：AbstractThe majority of researchers devote their attention to male shoppers’ typologies which are usually related to shopping orientation. However none of the frameworks developed until now was devoted to revealing relations between shopping orientation and male shopping behavior, some research findings were related to the analysis of differences in male and female behavior. That led to the main aim of this paper- to reveal the possibilities to model male shopping behavior in terms of shopping orientation and to justify the presumptions for formation of such frameworks and their structure. Based on comparable and systematic research results, the framework that enables cognition of how shopping orientation is expressed in male shopping behavior was designed.
