Based on multiloyal and uni-loyal customers who are categorized from the behavioral and attitudinal dimension, the authors compare the differences between both customers' exploratory behavior. Underlying reasons are explored according to the motivations of exploratory behavior and optimal stimulation level theory. Conclusions as followed: first, the exploratory behavior of multi-loyal customers is higher significantly than uniloyal customers'; second, the perceived brand/store competence and differentiation of multi-loyal customers is lower significantly than those of uni-loyalty customers, meanwhile, both conceptions are correlated with exploratory behavior negatively and significantly. Two kinds of customers' exploratory behaviors are different because of the difference of their perceived brand/store competence.