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ACADEMIC PAPER

A prole of Koreans: who purchases fashion goods online?

Heewon Sung
Department of Clothing and Textile, Gyeongsang National University, Jinju City, South Korea, and

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Received July 2007 Revised January 2008 Accepted May 2008

Yangjin Jeon
Department of Fashion Design, Myongji University, Yongin City, South Korea
Abstract
Purpose The purpose of this paper is to classify internet users by fashion lifestyles, to prole the demographic and internet usage characteristics of each segment, and to examine evaluation for fashion e-retailers attributes. Design/methodology/approach A total of 1,211 internet users who have visited an online fashion mall at least once participated in a web survey. Lifestyles were analyzed by factor analysis, generating ve factors. Five segments were obtained by k-mean cluster analysis. Descriptive analysis, ANOVA, chi-square tests, and radar charts were employed. Findings Internet users were classied into Economical Shopper, Recreational Shopper, Fashion/brand Shopper, Fashion Follower, and Individualistic Shopper. Each segment presented different characteristics in demographics and internet usages. In addition, segments evaluated e-retailers attributes differently. Fashion/brand Shopper presented the highest levels of overall satisfaction and intention to purchase fashion goods online, while Fashion Follower showed the opposite. Research limitations/implications A prole of each segment explained who they are and why they buy or shop for fashion goods online. Evaluation for e-retailers attributes indicated how online marketers responded to potential buyers needs and values. Originality/value The paper offers valuable recommendations to apparel e-retailers based on characteristics of each segment. Keywords Market segmentation, Lifestyles, Internet shopping, Electronic commerce, Fashion, South Korea Paper type Research paper

Introduction Now internet is ubiquitous and has become a major marketing channel to expand business opportunities. Online market has shown its rapid growth all over the world. In the US online market, 132 million people spent more than $130.3 billion in 2006 and annual spending per buyer had increased from $457 in 2001 to $784 in 2006 (Machrotech, 2007). Korean e-retailing sales volume in 2006 was more than 13.4 trillion won (approximately $14 billion), increased by 26.1 percent from the previous year, and clothing/fashion related products took the largest part of merchandise (Korean National Statistical Ofce, 2007). The number of e-retailers selling clothing/fashion related products was increased to 49.8 percent of those in 2005. E-commerce market size of Peoples Republic of China reached 1.1 trillion yuan in 2006 (approximately 15.2

Journal of Fashion Marketing and Management Vol. 13 No. 1, 2009 pp. 79-97 q Emerald Group Publishing Limited 1361-2026 DOI 10.1108/13612020910939897

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billion), which was almost 48.6 percent increased in 2005 (National Internet Development of Agency of Korea, 2007). Customers in one market online market may be too heterogeneous in their needs and values. Hence, marketers are trying to identify relatively homogeneous groups with similar product desires or interests. Within a number of segmentation variables, lifestyle has been suggested as one of the most fundamental factors (Vyncke, 2002). Since physical product attributes have become more comparable due to technology development while consumers are much more complicated than before, marketers have relied on psychological variables of consumers rather than physical attributes of products. Understanding consumers lifestyles would help marketers to communicate properly with their target audience and develop marketing strategies effectively. This study examined Korean online users to provide e-market segments for fashion products by fashion lifestyles. In comparing the number of internet users in Asia countries in 2005, China (111 million), Japan (66milllion), India (60million), and Korea (33million) were ranked in order, whereas the internet usage rate of Korea (68.35 percent) was highest (Japan, 51.54 percent, China, 8.44 percent, India 5.44 percent) (National Internet Development of Agency of Korea, 2008). According to the same source, the internet usage rate of Korea reached 75.5 percent in 2007. As Korea is one of the leading countries with well-developed infrastructure of the internet use and about three-quarters of population have used the internet, it would be appropriate to examine Korean consumers as a representative e-retailing market in Asia. The internet users generally possess high propensity to become the rst-time buyer at online shopping mall. As Korea is considered as a testing market for new products from a global marketing perspective (Park, 2007), Koreans are fastidious and sensitive in styles and fashions. Investigating fashion lifestyles of Koreans will provide information about shopping orientation of Asians who are very rened in fashion tastes. The purpose of this study was to identify a lifestyle typology relevant for predicting individual differences in evaluation for online fashion mall attributes. In order to accomplish this goal, rst, we classied online users based on fashion lifestyles, and then proled different fashion lifestyle segments with regard to demographics and internet usage trends. Finally, we identied differences among segments in terms of online shopping mall attributes. The ndings of this study would offer guidelines for fashion e-retailers to improve market segmentations and corresponding strategies. Literature review Lifestyles Lifestyles are dened as patterns in which people live and spend time and money, reecting a persons activities, interests, and opinions, as well as demographic variables (Blackwell et al., 2001, p. 219). Psychographic variables such as lifestyle provide more underlying reason of consumer behavior while demographics provide physical attributes of consumers that are easily observable to identify homogeneous groups. Psychographic variables help to construe why they buy, while demographic variables focus on who buy products. Lifestyles change more rapidly than value (Blackwell et al., 2001), so marketers must keep track contemporary lifestyle trends of targets and reect in product development, communication message, or promotion strategy.

Lifestyle is subdivided into product-related lifestyle which is a persons activities, interests, and opinions about specic products (Ahn et al., 2005). Consumers response to the internet shopping mall would vary according to product categories, so we measured fashion lifestyles to focus on fashion products online. Fashion lifestyles consist of fashion orientation (fashion consciousness, fashion leadership) and clothing shopping orientation (brand/retailer loyalty, utilitarian/hedonic orientation, and impulsive/planned orientation) (Kim and Lee, 2004). Although demographic characteristics are identical, an individuals interests or shopping activities regarding fashion-related items would lead to different buying process. Thus, fashion lifestyle would be a useful factor for market segmentation to understand changes in consumers values and to interpret consumers buying behaviors. Gutman and Mills (1982) proled consumers by employing fashion lifestyle scales. They used four fashion lifestyle factors and classied consumers into seven segments. Shopping orientations or shopping specic lifestyles were also useful for market segmentation (Bellenger and Korgaonkar, 1980; Moy and Kincade, 2002; Shim and Kotsiopulos, 1993). Literatures indicated that lifestyle segments differed in evaluation or selection on retail attributes. A number of studies employed fashion lifestyles as market segmentation for Korean consumers and compared differences in store selection criteria or intention to purchase fashion products on e-shopping mall (Park et al., 2004; Park et al., 2005). Online shopping mall attributes Whether to succeed or fail to e-shopping mall depends on online service quality in addition to merchandise assortment and prices. Consumers choose a specic product when consumer characteristics and store characteristics correspond in specic purchase situation (Blackwell et al., 2001). An individual selects the best products which meet his or her needs based on personal characteristics such as lifestyles. Then, consumers different characteristics and past experiences would lead to different evaluation of store attributes. Consumers who have positive attitudes toward online service attributes are more likely to present high level of customer satisfaction, leading to high purchase intentions (Jiang and Rosenbloom, 2005). Online retailers include store attributes as like brick-and-mortar retailers do. Online stores attributes generally consist of product information/description, product assortment, web site layout and image, speed of loading, easy of ordering, shipping and handling, customer support, order tracking, and on-time delivery service (Cao et al., 2003; Jiang and Rosenbloom, 2005; Park and Kang, 2005). Jiang and Rosenbloom (2005) reported that at checkout customer satisfaction and after delivery customer satisfaction increased the level of customer intention to return to e-shopping malls. Performance of online shopping mall services is especially important to transform rst-time buyers into loyal customers. If the rst-time buyer satises his/her purchase experience, he or she visits more often to the shopping mall and buys more products. Methodology Instrument and data collection The instrument consisted of three sections, including 45 items. The rst section included 21 items modied from previous studies (Park et al., 2004; Park et al., 2005; Shim and Kotsiopulos, 1993). In the second section, 13 items were adapted from

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evaluation measurement scale for online fashion mall attributes (Jiang and Rosenbloom, 2005; Park and Kang, 2005). Also, one item for general satisfaction and one for intention to purchase at online fashion malls were included in this section. Overall satisfaction was dened as customers overall evaluation of general online service quality, and purchase intention indicated customers likelihood of buying from e-retailers. Each item was measured using ve-point Likert-type scales ranging from strongly disagree (1) to strongly agree (5). The last section included demographic information (age, gender, occupation, and annual income per household), internet usages (total hours to use the internet a day, total number of connecting internet per day, the number of visiting fashion e-retailers per month), and purchasing experience of fashion e-retailers. Also, respondents were asked to write the number of items in each category of casual wear, sports wear, formal wear, under wear, bags/purses, shoes, cosmetics/perfumes, and other accessories where they purchased during six months. The data were collected from the internet users through the web survey. Web survey was conducted by the internet research institute during two weeks of January, 2006. The sample was directed to a web site by clicking on the URL to the survey. Final sample The total of 1,211 useful data were obtained. Over 52 percent of the samples were female. About 34.8 percent were between the ages of 15-24 years, 43.7 percent were between 25-34 years, and 21.6percent were between 35-39 years. About 53 percent reported that total annual household incomes were in the $20,000-49,999. Respondents used the internet about 3 hours per day. All of respondents had visited the online fashion mall at least one time, and approximately 70 percent of them had experienced to buy fashion items. The average number of items purchased during six months was 7.71. The most frequently purchased items were casual wears, followed by cosmetics/perfume, accessories (ornaments), and shoes. Results Results on fashion lifestyle factors Principal components factor analysis with varimax rotation was used to identify the underlying dimensions of fashion lifestyle scale. Five factors were generated, explaining 59.5 percent of the total variance. Factor 1 was the inclination to be aware of latest fashion trends, labeled as fashion consciousness. Factor 2 was labeled as shopping enjoyment, which was a tendency to enjoy shopping itself regardless of any plan to buy. Factor 3, labeled as brand consciousness represented the condence and quality in connection with well-known brands. Factor 4, labeled as personality pursuit was a tendency to value personal tastes above anything else. Factor 5 was named as economical orientation, which was the inclination to consider values for the money. The factor loadings, means (SD), and Cronbachs alpha coefcients were listed in Table I. The mean of personality pursuit factor items or economical orientation factor items was generally higher than the mean of the other three factors. That was, respondents in general seemed to emphasize personal tastes and economical aspects of fashion products.

Factor title (Cronbachs a) 0.820 0.808 0.765 0.517 0.466 0.714 0.710 0.615 2 0.605 2.464 11.74 2.99 2.99 2.92 3.20 3.36 3.17 3.25 3.392 16.15 2.67 2.70

Items

Factor loading Mean SD 0.89 0.79 0.79 0.89 0.87 0.99 0.89 0.89 0.86

Eigen value

% of variance

Fashion consciousness (0.79)

Shopping enjoyment (0.73)

Brand consciousness (0.80) 0.707

0.499 0.390 0.884 0.850

2.275

10.83

2.69 3.36 3.23 3.17 2.75 2.237 10.65

0.91 0.91 0.90 0.87 0.98

Personality pursuit (0.62)

Economical orientation (0.68)

Many people regard me as being a fashion leader I am the rst to try new fashion I am condent in my ability to recognize fashion trends I consume a time to coordinate color or style of my garments I buy styles which I see on TV or the internet I like to shop for fashion products even though I have no intention to buy I am pleased to shop It is my pleasure to buy fashion products I make my shopping trip fast I often go shopping even though I do not need anything I usually shop with others I can trust in well-known brands A well-known brand means good quality I purchase well-known brand products although they are expensive Clothes are one of the most important ways to express my individuality It is important to be well-dressed I buy clothes I like, regardless of current fashion I try to choose clothes that are new and unique I buy clothes when they are in sales I buy clothes by comparing prices in different stores I consider value for money 0.690 0.628 0.590 0.559 0.784 0.720 0.658 2.119 10.09 3.59 3.41 3.73 3.05 3.53 3.61 3.73

0.77 0.81 0.80 0.90 0.83 0.90 0.81

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Table I. Factor analysis and mean scores of fashion lifestyles

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Results on proling market segments Factor scores from the ve lifestyle factors were used to conduct cluster analysis to identify market segments. Five clusters were obtained by the SPSS k-means clustering method, which was appropriate for large data sets (Allred et al., 2006). Table II showed differences between lifestyle clusters by analysis of variance with Duncan tests. Each segment was labeled based on fashion lifestyle factors which best described its characteristics. The rst cluster (N 237) showed the second highest level of personality and economical perspectives, but did not care about fashion or brand names, and do not enjoy shopping at all, so it was called Economical Shopper. Cluster 2 (N 215) showed the highest levels of shopping enjoyment and economical orientation, named as Recreational Shopper. This group enjoyed shopping for fashion products, considered values for money, but also considered well-known brands. Cluster 3 (N 249) showed the highest level of fashion and brand consciousness, but less cared about shopping enjoyment or economical orientation, so called as Fashion/Brand Shoppers. Cluster 4 (N 286) showed the second highest levels of fashion, brand consciousness and shopping enjoyment, but lowest in personality and economical orientation, naming as Fashion Follower. The last group (N 224) displayed the highest level of personality and brand consciousness, but did not care about practicality or fashion, naming as Individualistic Shopper. This cluster had neither desire for fashion leadership nor any interest in fashion, but cared about personality and well-dressed appearance. The classication results indicated 98 percent of original cases were correctly classied. Classication analysis of the 1,211 cases showed correct classication ranging from 96.8 percent for Fashion/brand Shopper to 99.3 percent for Fashion Follower. A classication matrix for ve-group discriminant analysis was reported in Table III. The results demonstrated that the discriminant functions were fairly accurate in predicting group membership. Prole of demographic and internet usages characteristics Tables IV and V presented respondents demographics and internet usage characteristics. Chi-square analyses and ANOVA tests with Duncan tests were used to identify differences among ve segments. Signicant differences were found in gender, age, occupation, household annual income level, total hours to use the internet, and total number of visiting fashion e-retailers. In addition, ve segments were signicantly different in purchase experience in online fashion malls and in the number of items purchased on e-retailers. Signicant differences between clusters are noted. Economical shopper. More than 50 percent were male, and about 74 percent were ranged in age from 25 to 39 years, with the highest proportion (27 percent) in age between 30 and 34 years old. Government related occupation showed higher proportion than the total counts. The proportion of annual household income between $ 2,000-2,999 (30 percent) was higher than the total proportion (24.7 percent). About 75 percent of this group had experience to buy fashion items on e-retailers. Although this group spent much time to use the internet, the mean of visiting fashion e-retailers was lowest.

Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5 Economical shopper Recreational shopper Fashion/brand shopper Fashion follower Individualistic shopper Fashion lifestyle factors n 237 n 215 n 249 n 286 n 225 2 0.414 2 0.872 2 0.894 0.248 0.553 D D C B B 2 0.213 1.208 2 0.133 2 0.166 0.766 C A B C A 0.982 2 0.226 0.622 0.320 0.395 A C A B C 0.324 2 0.030 2 0.254 2 0.917 2 0.929 B B B D E 2 0.862 0.052 0.707 0.711 2 0.572 E B A A D

F 202.845 * * * 217.897 * * * 160.357 * * * 148.702 * * * 257.709 * * *

Fashion consciousness Shopping enjoyment Brand consciousness Personality pursuit Economical orientation

Notes: A, B, C, D, E significant mean differences by Duncan tests; * * * p , 0.001

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Table II. Cluster means and differences by fashion lifestyle factors

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Actual group 237 215 249 286 224 233 1 0 1 1 98.3 0.5 0.0 0.3 0.4 1 210 1 0 0 0.4 97.7 0.4 0.0 0.0 1 1 241 1 0

Economical shopper Shopping maven Fashion/brand shopper Fashion follower Individualistic shopper

Table III. Classication matrix for ve group discriminant analysis Number of cases Economical shopper n % Recreational shopper n % Predicted group membership Fashion/brand Fashion shopper follower n % n % 0.4 0.4 96.8 0.4 0.0 0 3 5 284 4 0.0 1.4 2.0 99.3 1.8 Individualistic shopper n % 2 0 2 0 219 0.8 0.0 0.8 0.0 97.8

Total count (% within cluster) M % Tests Chi square (x2)

Cluster 1 Economical shopper (19.6%) M %

Cluster 2 Recreational shopper (17.7%) M %

Cluster 3 Fashion/brand shopper (20.6%) M %

Cluster 4 Fashion follower (23.6%) M %

Cluster 5 Individualistic shopper (18.5%) M %

578 633 157 264 263 266 261 423 108 253 101 61 65 151 49 8.0 26.6 8.9 5.5 3.8 12.2 5.5 31.6 30.0 27.4 6.8 1.7 2.5 75.1 24.9 170 45 79.1 20.9 201 48 74 58 54 16 5 8 34.4 27.0 25.1 7.4 2.3 3.7 61 55 86 30 9 8 24.5 22.1 34.5 12.0 3.6 3.2 80.7 19.3 117 66 68 26 4 5 141 145 398 299 345 106 30 33 844 367 69.7 30.3 178 59 32.9 24.7 28.5 8.8 2.5 2.7 75 71 65 16 4 6 34.9 8.9 20.9 8.3 5.0 5.4 12.5 4.0 70 19 63 21 13 9 29 13 95 11 40 10 1 10 42 6 44.2 5.1 18.6 4.7 0.5 4.7 19.5 2.8 76 20 53 18 20 21 28 13 30.5 8.0 21.3 7.2 8.0 8.4 11.2 5.2 99 40 52 29 18 15 28 5 34.6 14.0 18.2 10.1 6.3 5.2 9.8 1.7 40.9 23.1 23.8 9.1 1.4 1.7 49.3 50.7 83) 18 45 23 9 10 24 12 71 49 72 18 8 6 154 70 13.0 21.8 21.7 22.0 21.6 18 44 56 64 55 7.6 18.6 23.6 27.0 23.2 41 61 44 37 32 19.1 28.4 20.5 17.2 14.9 24 49 55 54 67 9.6 19.7 22.1 21.7 26.9 38 56 73 69 50 13.3 19.6 25.5 24.1 17.5 36 54 35 42 57 24.1 15.6 18.8 25.4 37.1 8.0 20.1 10.3 4.0 4.5 10.7 5.4 31.7 21.9 32.1 8.0 3.6 2.7 68.8 31.3

47.7 52.3

136 101

57.4 42.6

23 192

10.7 89.3

128 121

51.4 48.6

175 111

61.2 38.8

116 108

51.8 48.2

150.63 * * * 47.13 * * *

72.163 * * *

34.688 *

Demographics Gender Male Female Age 15-19 20-24 25-29 30-34 35-39 Occupation Students Service-related job Gov./Org.-related job Prof. technicians Enterprisers Professional and manager Housewives Others Annual income Less than $20,000 $20,000-29,999 $30,000-49,999 $50,000-69,999 $70,000-89,999 More than $90,000 Internet usages Fashion e-mall experience Yes No

82.98 * * *

Notes: Numbers indicate frequencies (percentage) or means; * p , 0.05; * * *; p , 0.001

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Table IV. Demographic and internet use characteristics by fashion lifestyle segments

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Internet usages Fashion e-mail experience Total hours per day 2.95 1.41 Numbers of connecting internet per day 6.18 8.22 Number of visiting fashion e-retailers per month 11.48 17.30 Numbers of items purchased online 7.71 11.28 3.18 A 6.29 8.65 C 6.34 C 15.18 A 9.39 A 5.23 3.03 A

Notes. A, B, C significant mean differences by Duncan tests; * p , 0.05; * *; p , 0.001

Table V. Demographic and internet use characteristics by fashion lifestyle segments Total M SD Cluster 1 Economical shopper Cluster 2 Recreational shopper Cluster 3 Fashion/brand shopper Cluster 4 Fashion follower Cluster 5 Individualistic shopper Tests ANOVA F 3.03 A 6.80 13.10 AB 9.20 AB 2.55 B 5.80 10.19 BC 6.30 C 3.07 A 6.79 10.79 BC 6.79 BC 8.16 * * 1.548 5.15 * * 3.31 *

Recreational shopper. The majority was female (89.3 percent), with the higher observation number in 15-19 years and 20-24 years of age. Students and housewives took highest proportions (44.2 percent, 19.5 percent respectively) within the group as well as between groups. The household income distribution was almost similar to Economical Shoppers. Nearly 80 percent had bought fashion items on e-retailers. As Recreational Shopper enjoyed shopping and spent time for shopping most, this group showed the highest numbers of visiting fashion e-retailers, contrary to Economical Shopper. These characteristics were also consistent with the highest number of items purchased on e-retailers (M 9:39). Fashion/brand shopper. A little over half of this segment was male. Respondents between 35 and 39 years presented the highest proportion (26.9 percent) within group as well as across groups. Enterpriser, professional/manager occupations were a slightly higher than the overall sample. This segment presented a relatively higher proportion of high income levels than did the other four groups. Almost 81 percent of this segment had purchased fashion items on e-retailers which was the highest proportion among ve clusters. This group showed the second highest numbers of visiting e-fashion mall (M 13:1) and fashion items purchased (M 9:20). Fashion follower. More than 61 percent of this group was male, which represented a heavier proportion of male consumers than the overall sample distribution. Almost 50 percent was age ranged from 25 to 34 years old. These two age groups showed higher proportions compared with the overall distribution of respondents. Service-related and professional technician jobs were more highly represented in this segment than the overall sample. The lowest household incomes (less than $20,000) showed highest representation than expected within this segment. A little over half of this segment did not purchase any fashion items on e-retailers, which was the largest proportion of inexperienced consumers for e-retailers between groups. Individualistic shopper. About 52 percent was male, and three age groups (15-19, 20-24, and 35-39 years) showed higher representation compared with the overall sample distribution. High representation in students and professional technician jobs might be related to age distributions. This group had a relatively higher representation of $ 30,000-49,999 than the overall sample. About 31.3 percent of this group did not buy any product on fashion e-retailers, which was closed to the overall sample distribution. Although this group used the internet as similar to other three groups, this group did not visit fashion e-retailers neither purchase fashion items as similar as Fashion Follower did. Results on differences of clusters in evaluation of e-retailers attributes In total 13 online fashion mall attributes were reduced into three factors by factor analysis, using the principal component method (Table VI). The rst factor was labeled as product presentation attributes, including product information and visual presentation of fashion goods. The second factor was labeled as checkout attributes of online, which included charging service, speed of ordering, order tracking, and price perceived to the internet users. The third factor was named as after service attributes. This included the services received after checkout fashion goods. Respondents who had bought fashion items online would respond their online shopping experience. Respondents who did not buy any fashion goods would reect

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E-retailers attributes

Product presentation attributes (a 0:78) Site design Speed of product search Product description Product info. updates Variety of products 3.14 3.21 3.05 3.22 3.50 3.58 3.50 3.50 3.41 2.98 2.97 2.68 2.86 3.12 3.15 0.84 0.80 0.96 0.83 0.74 0.76 2.78 2.78 2.37 2.71 3.06 3.13 C C C C BC B 2.95 2.95 2.57 2.77 3.13 3.27 B B B BC B A 0.82 0.78 0.79 0.81 3.68 3.64 3.61 3.42 A AB B B 3.77 3.63 3.63 3.56 A AB AB AB 3.80 3.73 3.76 3.64 3.27 3.22 2.93 3.09 3.37 3.38 A A A A A A A A A A 0.67 0.77 0.81 0.74 0.81 3.03 3.10 2.90 3.14 3.56 CD C B BC B 3.23 3.28 3.01 3.21 3.67 B B B B AB 3.42 3.49 3.36 3.51 3.71 A A A A A

Checkout attributes (a 0:80) Price perception Speed of ordering Easy of charging Order tracking

After service attributes (a 0:79) Customer support On-time delivery Exchange/return policy Product met expectations Overall satisfaction Intention to purchase

Notes: A, B, C, D significant mean differences by Duncan tests; * p , 0.001

Table VI. Fashion e-retailers service attributes by fashion lifestyle segments Total M SD Cluster 1 Economical shopper (19.6%) Cluster 2 Recreational shopper (17.7%) Cluster 3 Fashion/brand shopper (20.6%) Cluster 4 Fashion follower (23.6%) Cluster 5 Individualistic shopper (18.5%) F 2.94 2.96 2.96 3.02 2.99 3.06 3.03 3.03 3.04 2.96 2.93 2.93 2.91 2.94 2.90 D D B C C B C C C B B A B C C 3.12 3.25 3.04 3.25 3.68 3.69 3.55 3.55 3.48 2.91 2.95 2.50 2.79 3.09 3.12 BC B B B AB A B B B BC B BC BC B B 21.078 * 18.650 * 12.414 * 16.607 * 43.473 * 43.147 * 38.384 * 38.794 * 24.425 * 11.451 * 9.785 * 18.638 * 8.250 * 12.400 * 15.747 *

their expectation or indirect experience, inuenced by their social community. Chronbachs alpha was ranged from 0.74 to 0.80. In general, respondents presented positive evaluation toward product presentation attributes and checkout attributes. Checkout attributes, reecting the benets of online shopping, presented relatively high mean of each item compared to the other two attribute factors. The means of after service attribute items were lower than the mid score, indicating that respondents were less satised with delivery service or exchange policy online than other attributes. Nevertheless, respondents displayed relatively higher scores than mid points of overall satisfaction (3.12) and intention to purchase fashion items online (3.15). ANOVA with Duncan tests were used to examine differences among ve lifestyle segments in evaluation of online fashion mall attributes. Table VI showed that all of e-retailers attributes were differently evaluated. Fashion/brand Shopper showed the highest evaluation and Fashion Follower showed the lowest evaluation in product presentation and checkout attributes in general. Economical Shopper and Individualistic Shopper presented a similar tendency, at the middle level. In terms of after service attributes, Fashion/brand Shoppers showed highest evaluation as well. However, Fashion Follower exhibited the second highest positive evaluation, similar to Recreational Shopper, and Individualistic Shoppers showed the lowest evaluation. When compared with overall satisfaction and intention to purchase online among ve segments, Fashion/brand Shopper showed the highest levels of overall satisfaction and intention to buy, followed by Recreational Shopper, Individualistic Shopper, Economical Shopper, and Fashion Follower. Discussion We proled market segments of potential consumers who would buy fashion items on e-retailers. Internet users belonged to one of ve fashion lifestyle segments. In order to provide the differences between clusters graphically, Figures 1-5 were drawn based on factor scores in Table II. We provided distinctive characteristics of each segment.

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Figure 1. Fashion/brand shopper

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Figure 2. Recreational shopper

Figure 3. Economical shopper

Fashion/brand shoppers (20.6 percent) As demonstrated in Figure 1, this segment is heavily conscious about latest fashion trends and well-known fashion brands. Interestingly, although they care about fashion leadership and newest fashion trends, they do not enjoy shopping. Thus it is said that this group is somewhat lack of fashion leader predisposition, since fashion leaders tend to enjoy shopping, and are not conscious of the cost or practicality (Gutman and Mills, 1982). This group is likely to buy well-known brand products, and they are less concerned about the price. The proportion of enterpriser, professional/manager jobs indicates that these occupations lead to exhibit high interests in fashion resulting in high number of visiting to fashion e-shopping malls. With the high number of connecting e-fashion mall as well as the highest evaluation of e-shopping mall attributes, overall satisfaction and intention to purchase on e-retailers, this group

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Figure 4. Individualistic shopper

Figure 5. Fashion follower

would be the rst major target for e-retailers. Finding is comparable with the Fashion/brand Shopper of Park et al.s study (2005). Recreational shopper (17.7 percent) Consumers in this segment heavily enjoy shopping and highlight values for the money, and moderately consider brand names (Figure 2). The majority is female, young students or housewives. Occupations seem to highly correlate with gender and age. This segment is comparable with the previous studies. Bellenger and Korgaonkar (1980) presented that recreational or hedonic shoppers spent more time for shopping even after making a purchase, were active information seekers and bargain hunters than economical shoppers did. Also, the same researchers mentioned that recreational shoppers regarded high-quality, variety of merchandise, and visual aspects of retailer as important. This segment perhaps visits fashion e-retailers not only shopping but

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also collecting information about fashion products since they are practical and recreational shoppers. The highest number of visiting fashion e-malls or buying fashion items with high level of purchase intention indicates that this segment is another important target for e-business. Economical shopper (19.6 percent) Approximately one fth displays the tendency of Economical Shopper. As presented in Figure 3, members in this cluster display the second highest levels of economical orientation and personality pursuits, but are no interests in fashion, shopping or brands. The high proportion of male and older age groups in addition to conservative occupations (government related jobs) would support these characteristics. Economical shopper is comparable to utilitarian shopper who is likely to minimize searching process or social interaction and to consider convenience and controlling their shopping (Lee and Littrell, 2005). Economical Shopper presents somewhat opposite features from recreational shopper. Both segments value economical aspects. However, Recreational Shopper who values shopping enjoyment presents positive attitudes toward e-retailers, while Economical Shopper shows mid to low levels of evaluation for e-retailers attributes. Especially members of this segment seem to be dissatised with after service attributes. Nevertheless, the mid level of purchase intention indicates that they would keep going to shop at e-retailers since this type of retail format is corresponding with their fashion lifestyles. Individualistic shopper (18.5 percent) As demonstrated in Figure 4, consumers in this segment are concerned about well-dressed, personality rather than fashion trends and moderately enjoying shopping. These characteristics are similar to those of Negatives in Gutman and Mills (1982) study. However, the Negatives are conscious of the cost or practicality to some extent, while Individualistic Shoppers are not concerned about the economical aspects but about well-known brand names. They might consider that well-known brands stood for well-dressed. Among ve segments, this group presents the middle levels of evaluations of fashion e-retailer attributes as well as overall satisfaction and intention to purchase. Compared with internet usage, they show low level of fashion e-retailer visits, so it is necessary to develop appropriate marketing strategy to transform this segment into potential, active e-shoppers. Fashion follower (23.6 percent) This segment takes largest proportion of the total sample. The members of this group display similar predisposition to fashion leaders, but a lower scores on fashion interests, brand orientation, and shopping enjoyment (Figure 5). As fashion followers are not concerned about price or practical aspects of fashion products (Gutman and Mills, 1982), economical orientation is lowest, although the proportion of the lowest household incomes is highest among ve segments. The largest proportion of inexperienced consumers for fashion e-retailers or the lowest number of purchased items compared with the number visiting fashion e-malls are notable. It appears that either they are afraid of or not accustomed to checkout through the internet. The lowest evaluation of checkout attributes would support it. Otherwise, they presumably visit e-shops to get information about fashion products and/or still prefer off-line stores.

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Evaluation for product presentation attributes indicates that the advantages of the speed to search or variety of products do not appeal to them. Accordingly the lowest level of overall dissatisfaction or purchase intention is presented despite to relatively high level of evaluation for after service attributes. Thus, it is necessary to highlight the benet of using or shopping online to create positive attitudes toward fashion e-retailers attributes. Conclusion and recommendations This study aims to classify internet users by fashion lifestyles. Involvement with fashion leads consumers to specic buying behaviors. We focus on age ranged from 15 to 39 years, representative age groups of heavy internet users. Almost 70 percent of 1,211 internet users have bought fashion items on e-retailers, who are potential to become loyal consumers. About 30 percents who do not buy any fashion item online are potential consumers to become rst-time buyers since they have visited fashion e-retailers at least once. Five lifestyle segments are Fashion/brand Shopper, Recreational Shopper, Economical Shopper, Individualistic Shopper, and Fashion Followers. The rst two segments are the most potential and important target market for e-business. Luxury brand or agship store marketers in addition to multi shop retailers who collect exclusive fashion items from various well-known brands are suitable to target Fashion/brands Shoppers. Since consumers in this segment have needs for high-quality products with premium brands, proper product assortments that are compatible with consumers tastes and current fashion trends are necessary. Individual Shopper is similar to Fashion/brand Shopper in terms of brand or personality pursuits but different in fashion consciousness. Thus Individual Shopper could be the second target market for exclusive fashion brands. Fashion e-retailers such as fast fashion brands are proper for Recreational group because this segment needs for a high-quality, wide variety of merchandise at valued prices. Characteristics of McFashion brands would satisfy this segment of both economical and brand orientations. Economical Shopper is typical, practical online users, so basic items at valued prices rather than trendy, well-known brand items are appropriate. To enhance the purchase of fashion goods online for this segment, e-retailers require reinforcing after service attributes and price-related promotions. Fashion Follower segment exhibits relatively negative attitudes toward fashion e-malls, so it would be difcult to satisfy them. However, since this segment is interested in fashion, brands, and shopping, there is possibility to increase online shopping usages by stimulating these inclinations. Besides, it is necessary to inform positive aspects of online shopping so that this segment is comfortable with e-retailers. Limitations and future research Respondents in this study visit online fashion shopping malls at least once, and about 30 percent evaluates e-retailers attributes without their purchasing experiences. They seem to evaluate the web site performances based on indirect experiences from other product categories, so caution is necessary in interpreting ndings. Demographic characteristics of respondents, such as occupations or income levels were widely distributed. However, investigating a newly emerging group of internet users, such as silver groups is also worthwhile. In addition, the instrument for the present study is

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modied based on previous studies, all elements of fashion lifestyles associated with apparel purchasing behaviors may not have been captured. Findings of this study cannot be generalized to all internet users in Asian market. However, Research design would be replicable to consumers in different nations. If ndings are comparable with this study it is assumed that increasing global impact of mass media and information power of consumers generates similar lifestyle segments. That is, the nature of segment orientation can be highlighted over geographic segmentation in the global market. If ndings are different, we can learn about the propensity to shop online and fashion lifestyles of consumers in various Asian countries, probably caused by different stage of internet infrastructure or different involvement in fashion. The primary goal of the present study is to reveal and prole fashion lifestyle segments for online fashion mall users. E-business marketers can create online store environments and marketing mix strategies by supplementing negative perspectives of online fashion mall attributes in accordance with each segments characteristics.

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