Abstract
In this study, Internet users were separated into 3 groups(clothing shoppers, clothing non-shoppers, non-shoppers). Shopping behavior of clothing shoppers(those who used the internet channel for clothing shopping) and the attitude to internet clothing shopping were examined. And characteristics of clothing shoppers were compared with characteristics of clothing non-shoppers(those who purchased goods except clothing on internet) and non-shoppers(those who purchased nothing on internet). The reason why clothing non-shoppers and non-shoppers didnt purchase clothing on internet was also investigated. Questionaire was used as method of gathering data. Mean, ANOVA, Duncan-test, t-test and $\chi$$^2$-test were used for data analysis. 1. Clothing shoppers considered carefully design, exchange & refund, quality and price and purchased generally T-shirt, underwear, jeans and sports wear. 2. Clothing shoppers thought clothing in internet shopping malls was not various in item, design, color, size and price. But they were satisfied with shopping convenience. 3. Clothing shoppers were more conscious of the shopping cost compared with clothing non-shoppers and non-shoppers Recreational shopping orientations and fashion leader orientations were low in both groups. Self-confidence in connection with clothing purchase were high in each groups, but that of clothing shoppers were relatively higher than clothing non-shoppers and non-shoppers. 4. The reason why clothing non-shoppers and non-shoppers didnt purchase clothing in internet shopping malls was that they wanted to buy after trying on clothing in a store, didnt believe the quality of clothing, didnt need to purchase clothing in internet shopping malls, and worried about exchange & refund.
