As ‘Lifestyle Shop’ becomes a cultural space of consumption trend while it is highlighted as a new distribution form, the study started from problematic recognition that it is necessary to study on lifestyle shoppers. The purpose of the study is to investigate the effect of consumption values on selection criteria and purchase intention of lifestyle shoppers. The subjects of the study were female and male consumers in their 20~ 40s living in Seoul and metropolitan area who purchased the products in lifestyle shops. On-line questionnaire survey was conducted from Oct. 14 to Oct. 19, 2013. Finally, survey sheets of 316 participants were analyzed using SPSS 18.0 and AMOS 20.0 program. The results of the study were as follows. First, regarding the influence of consumption values on shop selection criteria, functional value affected selection criteria of ‘shop’ and ‘product.’Exotic value affected selection criteria of ‘reputation/fashion.’ Hedonic value gave significant influences on selection criteria of ‘shop’only. Also, the value of pursuing fashion affected selection criteria of reputation/fashion. Second, As a result of investigating influences of shop selection criteria of shoppers on purchase intention, only ‘shop’selection criteria affected purchase intention. Third, there was a difference between direct and indirect influences in regard to the relationship of consumption value to purchase intention; exotic value and hedonic value gave direct influences. There was an indirect effect of the functional value on purchase intention through shop’selection criteria. The results of the study can be used in establishing marketing strategy of lifestyle shop which is an emerging retailing channel.