| Abstract |
| China is attracting the world`s attention with its rapid economic growth. The quality of life is rising universally by the improvement of living level, and the lifestyle is changing as well. The purpose of this research was to segment Chinese female consumers by lifestyles, and to investigate the differences among the segmented groups in regard to clothing consumption value and attitudes toward Korean fashion brands. The subjects of the study were 20-30 years old women living in Beijing, China. The subjects were classified into three groups according to their lifestyles, which were brand/function-oriented group, fashion/ shopping group, and passive lifestyle group. The results showed that there were significant differences among the groups in regard to clothing consumption value, attitudes toward Korean fashion brands, brand loyalty, and information source. |
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| Key Words |
| 라이프스타일, 한국 패션 브랜드 태도, 의복 소비가치, Lifestyle, Attitude toward Korean fashion brand, clothing consumption value |
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