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Can digital internet technological electronic service influence consumers to choose this shopping style when who is habit to spend time to play internet . Is lifestyle a tool for understanding buyer behavior? Consumption psychologists had examined to confirm that it has relationship between the consumers' general life styles and their consumption pattern and the brands of products are used by them. They concluded that consumers often choose products, service and others because who are associated with a certain lifestyle . The products are the building blocks of lifestyle, marketers should therefore, have a complete idea of these changing lifestyles. So, dividing to segment them and position their products successfully.The lifestyle of individuals has always been of great interest to marketers. They deal with everyday behaviorally oriented facets of people as well as their feelings, attitudes, interests and opinions. A lifestyle marketing perspective recognize that people sort themselves into groups on the basis of the things groups on the basis of the things who like to do, how who like to spend their leisure time and how who choose to spend their disposable income. Lifestyle is an important concept used in segmenting markets and understanding target customers, which is not provided by the study of demographics alone. Many researchers have focused on identifying the lifestyle of the consumers to have better information about them. This study used the lifestyle analysis to identify market segments. Otherwise, some consumption psychologists believe to apply life style analysis for market segmentation, the developed of product strategy and the developed of the most appropriate communication strategy. They suggested successful retailers based on general application of lifestyle analysis have begun to implement a portfolio management approach which focuses on the needs of the key target markets. So, lifestyle segmentation can provide a valuable insight into the task of creating an effective brand identity. The study of lifestyle often provides fresh insights into the market and gives a more dimensional view of the target consumers. The marketing managers may be able to develop improved multi-dimensional views of key market segments, uncover new product opportunities obtain better product position, develop improved advertising communications based on a richer more life-like portrait of the target consumer and generally improve overall marketing strategy. These consumption psychologists assume that the members of any target client groups are all similar. The first hypothesis is people differ in their lifestyle they can be grouped into segments and the second hypothesis is people belonging to lifestyle segments differ in their demographics.

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