A Study on Self-concept, Shopping Orientation and Store Patronage Behavior of College Women's Fashion Life-style Segments

여대생의 패션 라이프 스타일에 따른 자아개념, 쇼핑성향, 상점애고에 관한 연구

The purposes of the study were (1) to seg-ment the female college apparel market based on fashion life style and (2) to develop a pro-file of each segment regard to self-concept, shopping orientation and patronage behavior. The data were collected through questionnaire by random sample of 526 female college students. By cluster analysis of lifestyle factors, three groups were identified, (fashion leaders, fashion followers and fashion aversion) Three groups were then compared through multivariate analysis of variance and chi-square statistics on 10 self-concept variables, 6 shopping statistics on 10 self-concept variables, 6 shopping orientation factors and 1 patronage behavior variable. Significant difference were found among the three groups on all these variables which indi-cate that fashion lifestyle can be a useful base for segmenting female apparel market and these groups are unique in terms of self-con-cept, shopping orientation and patronage behavior.