Clothing-Purchasing Behavior and Preferred Sensation according to Fashion Lifestyle of Female Consumers

The purposes of this study were to analyze the new lifestyle of female consumer of age in the range of 19∼35 and to investigate their clothing-purchasing behavior and preferred sensation by lifestyle group. The questionnaire survey was carried out on 402 subjects with 31 lifestyle questions, 32 questions of clothing purchasing behavior and 18 questions of preferred sensation. Through factor, cluster analysis and anova using SPSS, we found that the female consumers were composed of 6 lifestyle groups; Traditional Appearance Pursuit(19.4%), Personal Life Pursuit(15.7%), Outer Beauty Pursuit(15.9％), Active Practical Pursuit(11.4%), Digital Leisure Pursuit(13.4%) and Unconcern(21.6%). The location of 6 lifestyle group were visualized in 2-D as the horizontal axis of 'Internal↔Appearance' and the vertical axis of 'Personal↔Collective'. Six groups by lifestyle showed different clothing-purchasing behavior and preferred sensations, and had different socio statistical parameters, such as age, income, job and education.

여성소비자의 라이프스타일에 따른 의복구매 행동과 선호감성에 관한 연구