Facing the new technology era, electronic store all over the world and affect the behavior of consumer. As For dress production, besides the virtual stole method such as: department store and brand shop, electronic store give consumer another choices to consume. Therefore, we research dress consumers in Kaohsiung city, between dress store and electronic store, and discuss which one the consumers were most likely to choose. Additionally, we explore the effect of population statistic change and the life style on the consumer behavior. According to the study results, we hope this paper can help clothing sale companies to plan a suitable marketing strategy for distribution channel and get more profit. This thesis we take Q and A investigation, Descriptive Sattistics, Chi-square test, t-value test, one way ANOVA, two way ANOVA and SPSS as our main approaching research methods. Although electronic store become an easy and popular way for the consumers to choose, the paper explores that the consumers are likely to buy dress production in the shop rather than electronic store.