Abstract
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 nighttime users, day-time users showed relatively low interest in fashion while nighttime 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.
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