| Table of Contents | 第3-5页 |
| List of Tables and Figures | 第5-7页 |
| 摘要 | 第7-8页 |
| Abstract | 第8页 |
| Ⅰ. Introduction | 第10-16页 |
| 1.1 The necessity and meaning of a research | 第10-12页 |
| 1.2 Purpose of the research | 第12页 |
| 1.3 Methodologies | 第12-14页 |
| 1.3.1 Why shanghai and Seoul? | 第13页 |
| 1.3.2 Why University students? | 第13-14页 |
| 1.4 Framework of the study | 第14-16页 |
| Ⅱ. Theoretical background | 第16-23页 |
| 2.1 Clothing shopping orientation | 第16-18页 |
| 2.2 Clothing purchasing behavior | 第18-23页 |
| Ⅲ. Method and procedure of empirical study | 第23-31页 |
| 3.1 Research problem | 第23-24页 |
| 3.2 Research method and procedures | 第24-31页 |
| 3.2.1 Research method | 第24-29页 |
| 3.2.2 Data collection and Analysis method | 第29-31页 |
| Ⅳ. Result and discussion of analysis | 第31-63页 |
| 4.1 Classification of consumer according to clothing shopping orientation | 第31-36页 |
| 4.1.1 Shopping orientation | 第31-35页 |
| 4.1.2 Classification of consumer groups according to clothing shopping orientation | 第35-36页 |
| 4.2 Difference between different types of clothing shopping orientation | 第36-47页 |
| 4.2.1 Difference in clothing purchase behavior between groups | 第37-44页 |
| 4.2.2 Difference of demography properties between grorps | 第44-47页 |
| 4.3 Comparing purchase behavior and consumer type between Korean and Chineseconsumers | 第47-57页 |
| 4.3.1 Comparison of consumer type distribution between Korean and Chinese consumers | 第47-50页 |
| 4.3.2 Difference in clothing purchase behavior according to country within identical consumer type | 第50-56页 |
| 4.3.3 Demographic difference according to clothing shopping orientations between Korea and China | 第56-57页 |
| 4.4 Chinese consumer's actual purchase condition of Korean clothing product | 第57-63页 |
| 4.4.1 Actual purchase condition of Korean clothing product | 第58-59页 |
| 4.4.2 Evaluation and source of information for Korean clothing product | 第59-63页 |
| V. Conclusion and proposal | 第63-71页 |
| 5.1 Conclusion | 第63-68页 |
| 5.2 Marketing implication and proposal | 第68-71页 |
| 5.2.1 Marketing implication | 第68-69页 |
| 5.2.2 Limitations of research and proposal | 第69-71页 |
| Appendix | 第71-79页 |
| Reference | 第79-83页 |
| Acknowledgement | 第83-84页 |
