Lifestyle is definitely an important factor for studying
consumer behavior; according to the lifestyle concept
presented by Lazer [2], the lifestyle concept may
facilitate revealing the potential consumer behavior, in
addition, the Means-End Chain (MEC) offered by Gutman
[3], the theory the most used for analyzing the association
between product and customer in the marketing
documentation. The major methods for measuring lifestyle
frequently used in the market at present include
Values and Lifestyle Survey (VALS) and AIO scale (Activity,
Interests, Opinion Inventory). The Means-End
Chain (MEC) theory presented by Gutman [3], is extensively
applied for exploring consumer behavior, and explicitly
defining the structure among three levels, namely,
product attributes, purchase result, as well as outcome
produced by individual value.