Abstract

The purpose of this study was to suggest the framework for classification of purchasing behavior. Consumer behavior was investigated by different authors and approaches. However, to descript and to explain consumer behavior actually, classification of purchasing behavior, as a criteria for understanding to consumer behavior, should be prioritized. It is based on antecedent work(Nam. 1998), added other items about purchasing behavior. Testing of reliability and validity of the scale was examined by internal consistency, factor analysis and covariance structure modeling. The final scale for classification of purchasing behavior is included in 6 factors and 12 items. Based on final scale, finding of cluster analysis is that consumers are doing complex purchasing behavior. The result suggest that when consumption activation strategy is developed, characteristics of purchasing behavior itself should be considered.