Shopping orientation is defined as a shopping lifestyle, emphasizing an individual way of purchase, and reflects on a consumption perspective as a complex economic, social, and entertainment phenomenon. Thus, it has been considered as the best way to understand the nature of consumers. In spite of being an important construct in marketing literature, nowadays, the classification of shopping orientations has been inconsistent in the scientific community, especially with the rapid growth of the internet, several orientations are emerging. Therefore, this paper aims to review some relevant theories and previous empirical research to determine typical current shopping orientations and propose a research framework exhibiting the relationship among the antecedents (shopping motives) and the consequences (purchase intention) with shopping orientations. The findings indicated three main shopping motives comprising control, intimacy, and self-expression impacting on seven shopping orientations, namely quality, brand, recreation, novelty, price, convenience, and impulse, all of which collectively influence purchase intention. Furthermore, shopping orientation is assumed as a mediating variable to control the impact of shopping motives on purchase intention. This theoretical framework is a significant contribution for literature, from which some management implications are also recommended.