The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included “conspicuous brand pursuit”, “economic pursuit”, “pleasure/trend pursuit”, “impulse shopping”, and “convenience pursuit”. Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in “conspicuous brand pursuit”, while female purchasers showed higher tendency than male purchasers in “economic pursuit” and “convenience pursuit”. All the factors of FSO showed significant differences among the classified groups. Third, “economic pursuit”, “pleasure/trend pursuit” and “convenience pursuit” affected mobile purchase intention in the case of male purchasers while “economic pursuit” and “conspicuous brand pursuit” had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. “economic pursuit” was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

I. Introduction
 Ⅱ. Background
  1. Shopping orientation
  2. Fashion shopping orientation and purchase behavior
  3. Purchase behavior according to gender and purchase frequency
 Ⅲ. Methods
  1. Research question
  2. Measurements
  3. Data collection and analysis
 Ⅳ. Results
  1. Exploratory factor analysis and reliability
  2. Differences of fashion shopping orientation according to classified group
  3. Effects of fashion shopping orientation onpurchase intention
 Ⅴ. Conclusion
 References

• 채진미(한성대학교 패션학부) | Jin Mie Chae Corresponding Author