摘要：The current study was based on the notion that consumers make their choices by means of a complex mental process which goes beyond the utilitarian view. In order to provide additional insights on why certain choices prior the purchase, a theoretical framework for investigating the Customer Value Creation Process, proposed by Smith and Colgate (2007), was used as a potential predecessor of different shopping orientations. The identification of variables that constitute each of the four default values (functional / instrumental, experiential / hedonic, symbolic / expressive and cost / sacrifice) were initially defined by a qualitative investigation and was statistically validated in a pilot study that preceded the realization of the final survey with 836 respondents. As main results, this study demonstrated that the consumers of apparel can be grouped into four mutually exclusive groups of brand orientation and fashion orientation which could be discriminated by their respective values
关键词：The Clothing I Buy; shopping orientation; perceived value by the customer; apparel
