The objectives of this study were to investigate the difference the clothing shopping orientation and clothing satisfaction according to satisfaction ?dissatisfaction group, to examine how the clothing satisfaction was influenced by consumer values, demographic variables, clothing shopping orientation. The subjects were 457 women in Seoul, Korea. The results of the study were as follows. 1. Five factors of clothing shopping orientation(SO) derived by factor analysis : F.1 conspicious SO : F.2 search SO : F.3 recreational SO : F.4 addictive SO : F.5 independent SO. Two factors of terminal value derived by factor analysis : F.1 happiness ; F.2 social recognition. Two factors of instrumental value derived by factor analysis. F.1 responsible : F.2 ambitious. 2. Satisfaction group had high levels of search SO, dissatisfaction group had high levels of addictive SO. Satisfaction group was satisfied with color, style, appropriateness for wearer in order, dissatisfaction group was dissatisfied with care, price, size in order. 3. Conspicious SO were influenced by social stratification, social recognition, and happiness. Search SO were influenced by dwelling area and age. Recreational SO were influenced by social stratification, social recognition, and responsible value. Addictive SO influenced by responsible value, social recognition, and happiness. Independent SO were influenced by marital status and ambitious value. 4. Clothing satisfaction was influenced by addictive, conspicious SO, happiness, and recreational SO (R^2=24.6).