Abstract
The purpose of this study is to help male-clothing companies in investigating male shopping orientation and information source with clothing benefits. As for the method of the research, 428 male consumers were the object for the data of this research. The major results of this study are as follows : 1. The dimensions of clothing benefits were composed of the better appearances, the social status, the personality and the comfort. The dimensions of shopping orientation were composed of pleasant, planned, loyal and individual shopping orientations. 2. The consumer with clothing benefits were classified three groups: better appearances, comfort and careless. In the consumer's classified shopping orientation the group of pursuing personality and better appearances were given higher score at each level, while careless group was given the lowest score at each level of shopping orientation. 3. In case of using information source with classified consumers, the group of personality and better appearances got information through the marketer-oriented information source and neutral information source, the group of pursuing comfort got lots of information through human information source, the group seldom used all information source.