Variety-seeking as a frequently used strategy of consumer choice is a crucial topic of business management, which also has generated considerable interests in studies of exploring purchasing behavior. Based on a review of related psychology and marketing literatures, this paper first introduces the concept and mechanism of variety seeking behavior, and then analyzes factors influencing variety-seeking behavior in details. Next, it introduces research methods used in literatures. Finally, it discusses the shortcomings of current research and possible directions in future research.