• #Purchasing
• #Advertising
• #Fashion

This study explored the process by which consumers purchase products from small fashion business owners via online and mobile channels, and classified the purchasing process based on consumers' lifecycle. The results revealed that the consumer journey consists of four stages, and identified factors influencing each stage – information attention, information search, purchase & shopping, and post-purchase behavior. Furthermore, six consumer groups were identified based on the fashion lifecycle (Platform lover, Influencer follower, Trust builder, Novelty seeker, Convenience seeker, New designer supporter).