APPLICATION OF A MODIFIED INTERNET SHOPPER LIFESTYLE SCALE TO TAIWANESE COLLEGE-AGE SPORTING GOODS CONSUMERS WEISHENG CHIU Yonsei University HYUNG-HOON KIM Jungwon University YOUNG-AE LEE Shinhan University DOYEON WON Yonsei University We investigated segments of college-age online sporting goods consumers based on the dimensions of a modified Internet shopper lifestyle scale. Participants comprised a convenience sample of 1,187 Taiwanese university students who were online sporting goods consumers. The results confirmed the dimensionality of the modified scale and provided strong empirical support for a 6-factor model comprising Internet convenience, Internet distrust, Internet window shopping, Internet logistics, bricks-and-mortar, and Internet offers. Next, using cluster analysis, we identified 3 groups of college-age sporting goods consumers, whom we labeled shopping lovers, tentative shoppers, and suspicious shoppers. The char- acteristics of each segment were explored to aid in understanding online sporting goods consumers. These findings provide implications for sporting goods marketers, who can tailor marketing strategies to each segment. Keywords: Internet shopper lifestyle scale, sporting goods consumer, online shopping, sporting goods, market segmentation, Taiwanese university students. SOCIAL BEHAVIOR AND PERSONALITY, 2014, 42(8), 1245-1256 © Society for Personality Research http://dx.doi.org/10.2224/sbp.2014.42.8.1245 1245 Weisheng Chiu, Department of Sport and Leisure Studies, Yonsei University; Hyung-Hoon Kim, College of Humanities and Social Sciences, Jungwon University; Young-ae Lee, Faculty of Liberal Arts, Shinhan University; Doyeon Won, Department of Sport and Leisure Studies, Yonsei University. Correspondence concerning this article should be addressed to: Doyeon Won or Hyung-Hoon Kim, Department of Sport and Leisure Studies, Yonsei University, 323 Sport Center, 50 Yonsei-ro, Seodaemun-gu, Seoul 120-749, Republic of Korea. Email: dwon@yonsei.ac.kr or kh1181@naver. com