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The purpose of this study was to classify the consumption values of 20's and 30's female consumers, identify the differences among the consumption value groups, and analyze purchase behaviors of imported fashion luxury brands according to the consumption value types. The subjects were 518 women who purchased luxury bags. The results of the study were as follows. First, as a result of cluster analysis to classify the consumption values of 20's and 30's female con- sumers, 4 groups were identified as "rare and emotional pursuit group", "functional pursuit group", "fashion pursuit group", and "social and conspicuous pursuit group". Second, 4 groups showed different luxury bag purchase behaviors, such as purchase motivation, purchase selection criteria, information source, purchase frequency, purchase cost of one time, pur- chase cost of year, the number of possession, purchase place, and store selection criteria. Third, rare and emotional pur- suit group ranked the first in terms of product, price, and store satisfaction. Therefore, consumption values were identified as the important factor suggesting purchase behaviors of female consumers in 20's and 30's.

Purchase Behaviors on Imported Fashion Luxury Brand's Bag according to the Types of Consumption Values of Female Consumers in 20's and 30's