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A profile of Koreans: who purchases fashion goods online?

Heewon Sung (Department of Clothing and Textile, Gyeongsang National University, Jinju City, South Korea)
Yangjin Jeon (Department of Fashion Design, Myongji University, Yongin City, South Korea)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 27 February 2009




The purpose of this paper is to classify internet users by fashion lifestyles, to profile the demographic and internet usage characteristics of each segment, and to examine evaluation for fashion e‐retailers' attributes.


A total of 1,211 internet users who have visited an online fashion mall at least once participated in a web survey. Lifestyles were analyzed by factor analysis, generating five factors. Five segments were obtained by k‐mean cluster analysis. Descriptive analysis, ANOVA, chi‐square tests, and radar charts were employed.


Internet users were classified into Economical Shopper, Recreational Shopper, Fashion/brand Shopper, Fashion Follower, and Individualistic Shopper. Each segment presented different characteristics in demographics and internet usages. In addition, segments evaluated e‐retailers' attributes differently. Fashion/brand Shopper presented the highest levels of overall satisfaction and intention to purchase fashion goods online, while Fashion Follower showed the opposite.

Research limitations/implications

A profile of each segment explained who they are and why they buy or shop for fashion goods online. Evaluation for e‐retailers' attributes indicated how online marketers responded to potential buyers' needs and values.


The paper offers valuable recommendations to apparel e‐retailers based on characteristics of each segment.



Sung, H. and Jeon, Y. (2009), "A profile of Koreans: who purchases fashion goods online?", Journal of Fashion Marketing and Management, Vol. 13 No. 1, pp. 79-97.



Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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