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Korean clothing has been very popular in recent years. There are external and internal causes behind this wave. From the outside point of view,flood of Korean trends and series have grown a lot of Chinese fans and loyal audience. These teenagers follow Korean fashion trends and Korean version clothing becomes a classic of them. Korean clothing entered in china in early 90s and was set in middle and high class for office lady in job market or high-paid consumers. Some Korean brands in emporium are so expensive even more than other world brands that shoppers switch their flavor to fake Korean brand,Korean version clothing that brings Korean fashion design. This version is designed according to Korean brands style with a teenager flavor in and soon catches a lot of students and those low-paid class with the price advantage. There is Korean version clothing for sale on line,campus shopping circle,foreign garment stores in commercial area.The paper establishes Korean version clothing consumer behavior model of female university students on the basis of SR theory. Through this model, it adopts questionnaire according to the Liker and SPSS to analyze Korean version clothing consumer behavior of female university students from clothing information acquisition channel, clothing style, costumes purchase expectation, clothing attention factors, clothing purchase price, the place where they buy, postpurchase evaluation and so on. And from the cultural factor, reference group factors, psychological factors and personal factors, it discusses the influence of Korean version clothing consumer behavior of female university students and proposes marketing suggestion on product, advertisement, the price, the channel.Conclusion①Female college students in Shanghai acquire information of Korean version clothing firstly from network,secondly movie and TV, finally fashion magazine.②The first choice of buying Korean version clothing is gentlewoman style,then leisure style, and finally professional style.③The main reason of choosing is Korean version clothing is fashionable pursuit, secondly cheap price and all kinds of style.④The sequence of female college students valuing Korean version clothing factors price,quality, color, epidemic, type, cloth, origin, storage and washing of convenience.⑤The online shopping has become female college student’most popular,then stores or shopping malls.⑥In purchasing price, female college students firstly choose 100-200 Yuan, and then 200-300 Yuan. And they who have more money choose higher price products. On the contrary, they don’t choose the cheapest clothing because of the poor quality.⑦On post purchase evaluation of domestic Korean version clothing,female college students recognize style, epidemic, price, but they don’t like cloth and quality.⑧Idol stars have more influence than cultural factors in female college students. Korea public cultures become influence wane. Idol stars play more important roles on Korean version clothing consumer behavior of female university students.⑨Age factors have more influence than education background. And meeting their psychological demands is another significant cause of epidemic Korean version clothing.Suggestion①ProductThe enterprise should absorb other ethnic cultural characteristics, and take it into their design style. Combining the target group of preferences and group characteristics, it should seize color, style, cloth and design targeted and style exaggerated clothing.②AdvertisementDomestic clothing enterprises make more money firstly by network promotion, then fashion magazine. If the enterprises have much money, they become idol drama sponsor and study Korea win-win model between drama and clothing enterprises. ③PriceClothing pricing should be moderate, and during holidays or changing garments according to the season, enterprises should promote clothing by discounting.④ChannelThe enterprises should sold clothing by network sale and franchising.
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