Abstract
The authors undertook a study of the effect of consumers' lifestyles on the popularity of World Wide Web shopping in Hong Kong. First, a review of the literature was conducted to gain an understanding of the shopping environment of the World Wide Web on the Internet, theories of consumers' lifestyles and consumer shopping behavior in Hong Kong. Second, company interviews and consumer questionnaires were used to obtain data to analyze consumers' lifestyles and buying behavior. AIO statements were used to test the lifestyle analysis of Hong Kong consumers. Three hypotheses were developed to test the relationship of consumers' lifestyles to consumers' buying behavior and their potential to shop on the World Wide Web of the Internet. The result indicated a negative finding and a negative consumers' perception of World Wide Web shopping with negative procurement reflecting that fashion consumers in Hong Kong are not ready to shop online.
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