• The Research Journal of the Costume Culture
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• v.17 no.2
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• pp.255-269
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• 2009

The purpose of this study was to understand the internet fashion shopping behavior of men in their 20s, and to develop the internet shopping website with situation-based clothing coordination services for male comsumer in their 20s. The study was implemented through a normative descriptive survey method using a questionnaire. The survey was conducted in April and May 2006, and the sample group consisted of 280 men in their 20s from Busan and the provinces of Gyeongnam and Gyeongbuk. The data was analyzed by following statistical methods: frequency analysis, one-way-ANOV A, and Scheffe's test. The results are as follow: first, regarding internet the usage trend of male consumers in their 20s, it was shown that they usually spent more than 15 minutes and less than 30 minutes for internet shopping the price range from their experiences of clothing purchases was relatively high for they bought jackets or suits was relatively high. Second, an analysis on men's pattern of clothing purchase showed that many respondents purchase single items such as shirts or pants online. Third, in terms of their experiences of online purchase of coordinated clothes, 69% said "none." Yet, they showed positive assessment to a question whether they are willing to purchase clothes by using a situation-based coordination service or a 1:1 online coordination services. Fourth, the relationship between consumers' reactions to online situation-based clothing coordination services and respondents' demographic characteristics showed statistically significant different results in terms of occupation.