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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.

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.

“Trading up” is the phenomenon that describes consumers’ willingness to pay premiums on goods that are emotionally meaningful to them. The meaning of a good is reliant on an individual's consumption values. The purpose of this study was to examine the phenomenon of trading up among Korean university students. A total of 223 usable surveys were analyzed. Fifty-one product categories were reported for trading up, and divided into four classifications: clothes, fashion accessories, small electronics, and other appliances. These four classifications were significantly associated with brand types, retailing formats, and information sources. Finally, respondents were classified into three groups according to consumption values and each group exhibited different relationships with the marketing mix variables.

The theme of this issue of Advances in International Marketing is cross-cultural buyer behavior. In developing the call for papers for this issue, we intentionally defined buyer behavior in a broad sense in order to allow for papers on innovative and cutting edge issues in buyer behavior to be included. Additionally, we made a special point of publicizing the call in various parts of the world in order to ensure multiple perspectives.