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Private shopping is one of the concepts that serve as a members-only online shopping platform with deep discounts and well-known brands. The aim of this paper is to determine whether consumers' need for uniqueness and innovativeness as a personal trait and price discount orientation affect consumer attitudes toward private shopping and their purchase decision or not. Research results revealed that need for uniqueness and innovativeness affect positive attitudes towards private shopping positively. However price discount orientation is a foremost factor that both effect attitude positively and also directly explain shopping behavior.