A Study on the Behavior of Fashion Emotional Value by the Classification of Lifestyle

: The growth environment for University students has changed dramatically due to the widespread of developed IT usage and the relationship between human and surrounded objects, which significantly impacted their current lifestyle. In this study, Clarification of two clarified how university students are related to lifestyle and fashion sensibility behavior. Firstly, analysis of factors of lifestyle which extracted into two types. There are “Active factor” and “Emotional factor”. After Cluster analysis, it was classified into three: “Rich-Emotional type”, “Enjoy type” and “Stable type”. The Findings from the analysis of variance was that their “Behavior of Fashion Emotional Value” differs depending on their type of lifestyle. As a result, there was a degree of statistical significance among the three types of lifestyle and within the “fashion awareness” and “purchasing behavior”. This study could elucidate the “Behavior of Fashion Emotional Value” from the characteristics of fashion awareness and purchase behavior by its type.