Abstract
This study was designed to investigate the new concept about lifestyle of female consumer in the present time of digital revolution and to analyze the preferences and sensibilities according to the types of consumer lifestyle classified into the same group. Survey was done through questionnaire of 79 questions and the data of 151 female consumers in the age of 19-34 were analyzed statistically using SPSS. The 6 factors were extracted from 39 lifestyle questions: consumerism, seeking challenge, communal life, quality of life, digital orientation and active counter plan. 6 Lifestyle clusters of female consumers were as following: the no-concern satisfied, the digital passive, the consumer personal, the digital active, the consumer communal and the adventurous. 30.5% of female consumer was the digital lifestyle who are relatively older and highly educated, of high income and expense rate, and resident in Gangnam. The preferred sensations by female consumer were 5; reasonal, feminine, conspicuous, active, and modest, and the clusters according to the sensations were 5: the casual, the status-symbolism, the rich in contents, the romantist, and the elegance. Lifestyle and preferred sensations were so related that the no-concern satisfied were the status-symbolism and the romantist, while the digital were the richness of contents and the adventurous were the romantist.
