A Study on the Characteristics for the Day and Night Time Consumer Groups of Internet Shopping Malls.

The purpose of this study was to investigate the differences in fashion lifestyles, shopping orientation, the perception of time constraints and shopping cost among two consumer groups(day and night-time internet shopping mall users). 1. Fashion lifestyles depend on fashion leadership, the importance of fashion, fashion imitation and fashion indifference. Compared to night-time users, day-time users showed relatively low interest in fashion while night-time users showed a high degree of fashion persuit. 2. Shopping orientation was summarized as six factors; Enjoyment shopping orientation, Fashion orientation, Brand orientation, Convenience/time saving, Price conscious orientation, Practical orientation. Night-time users were also noted to have a high interest in fashion and tendencies to pursue brand names and trends. 3. Not much difference was shown between the two groups about perception of time constraints and shopping costs. [ABSTRACT FROM AUTHOR]