The purpose of this study is to identify the influences of psychological variables and fashion-related psychological variables on purchasing fashion items on the Internet. Boredom proneness and public self-consciousness were selected as psychological variables, and dressing style was selected as a fashion-related psychological variable. It was hypothesized that boredom proneness and public self-consciousness not only influence the purchasing frequency of fashion items on the Internet directly, but also indirectly through dressing style. Data were gathered by surveying university students in Seoul using convenience sampling. Two hundred and eighty-six questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for hypothesized relationship testing. The factor analysis of boredom proneness revealed five dimensions, “helplessness,” “affective response,” “lack of internal stimulation,” “lack of external stimulation,” and “perception of time.” The factor analysis of public self-consciousness revealed two dimensions, “appearance-consciousness” and “styleconsciousness,” and the factor analysis of dressing style revealed one dimension. The overall fit of the hypothesized model suggests that the model fits the data well. The hypothesized relationship test proved that boredom proneness and public self-consciousness influence the purchasing frequency of fashion items on the Internet indirectly through dressing style. The results implicate effective strategies for Internet shopping malls and suggestions for future study.

In 2005, Asia Pacific had the largest percentage of recreational shoppers in the world, while at the same time, Indonesia achieved the highest percentage for recreational shopping in Asia Pacific. (AC Nielsen, 2006). Shopping malls in Indonesia are growing rapidly and have currently increased in size, theme and location, and in the number of different types of shops. Given the rapid growth of malls, mall managers and retailers face the challenge to develop new strategies to survive in this highly competitive market. To gain greater insight into the relationship between shoppers and retailers, our aim is to explore shoppers’ behavior during their visit to the mall, specifically with respect to the type of shops visited. We will identify different shopping patterns and their characteristics based on 171 unobtrusive observations of shoppers using hierarchical clustering analysis. The results indicate that four shopping styles can be identified: fashion shoppers, basic shoppers, social shoppers, and entertainment seekers. Our results enhance an understanding of shopping styles. Mall managers and retailers could use this knowledge to decide the appropriate retail mix in the mall.