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)


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.


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


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Kreitzman, L.: The 24 Hour Society, pp. 14–15 (1999)Google Scholar
  2. 2.
    Cho, J.-a.: e-shopping mall, night time zone, korea economy, 3.7 (2002) Google Scholar
  3. 3.
    Kim, H.S.: Discriminative factors of buying intension in fashion internet shopping, Sook myoung university graduate school, a doctoral dissertation, 13 (2000) Google Scholar
  4. 4.
    Jung, Y.j.: A study on consumer satisfaction of fashion life style on the internet, kyungsung university graduate school, a master thesis (2001) Google Scholar
  5. 5.
    Howell, R.D.: A Multiplicate Examination of a Patronage Model: The Impact of Values and Life styles on Shopping Orientation, Unpublished Doctoral Dissertation, University of Arkansas (1970) Google Scholar
  6. 6.
    Kim, K.c.: A study on the influence of the time variable in consumer behavior, Seoul university graduate school, a master’s thesis (1984)Google Scholar
  7. 7.
    Lim, K.b.: A Study on Clothing Purchasing Behavior which is Followed by Lifestyle, Ewha womans university graduate school, a master’s thesis (1991)Google Scholar
  8. 8.
    Lee, E.j.: Effects of consumer’s perception of shopping cost and recreational shopping orientation on catalog shopping of apparel in korea, Seoul university graduate school, a master’s thesis, 27 (1996)Google Scholar

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

Personalised recommendations