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A Study on the Characteristics for the Day and Night Time Consumer Groups of Internet Shopping Malls

  • Sung hee Yoon
  • Soo ae Kweon
Part of the Lecture Notes in Computer Science book series (LNCS, volume 4553)

Abstract

The purpose of this study was to investigate the differences in fashion lifestyles, shopping orientation, the perception of time constraints and shopping cost among two consumer groups(day and night-time internet shopping mall users). 1. Fashion lifestyles depend on fashion leadership, the importance of fashion, fashion imitation and fashion indifference. Compared to night-time users, day-time users showed relatively low interest in fashion while night-time users showed a high degree of fashion persuit. 2. Shopping orientation was summarized as six factors; Enjoyment shopping orientation, Fashion orientation, Brand orientation, Convenience/time saving, Price conscious orientation, Practical orientation. Night-time users were also noted to have a high interest in fashion and tendencies to pursue brand names and trends. 3. Not much difference was shown between the two groups about perception of time constraints and shopping costs.

Keywords

Internet shopping mall Day and Night Time Consumer Groups fashion lifestyle Shopping orientation Perception of time constraints Perception of shopping cost 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2007

Authors and Affiliations

  • Sung hee Yoon
    • 1
  • Soo ae Kweon
    • 1
  1. 1.Dept. of Fashion Design Information, Chungbuk National UnivercityRepublic of Korea

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