Several research attempts contributed to the literature related to lifestyle market segmentation mainly aimed to define lifestyle segments on a given product/service market in a positivist perspective. However, there is a lack of research interest on a normative perspective, questioning lifestyle segmentation effectiveness to have a guidance for brands regarding how it impacts brand purchase intention in different product types and consumer groups in comparison to brand perceived value. Therefore, this research purposes to define a formulation understanding the impact of lifestyle segmentation on purchase intention in relation to brand perceived value. After defining lifestyle segments of four different product category consumers using an AIO scale approach; the relationships through lifestyle, brand value perception and purchase intention were analysed empirically by using multiple analysis methods for selected product categories. As a result, the lifestyle segmentation couldn't be defined as the main and direct driver of brand purchase intention while consumer's perceived values which are affected by lifestyle significantly impact the purchase intention and this value mapping varies across product categories.

一些研究尝试对与生活方式市场细分相关的文献做出了贡献，主要目的是从实证的角度定义给定产品/服务市场上的生活方式细分。然而，缺乏对规范视角的研究兴趣，质疑生活方式细分的有效性，以指导品牌与品牌感知价值相比，它如何影响不同产品类型和消费者群体中的品牌购买意愿。因此，本研究旨在定义一种理解生活方式细分对与品牌感知价值相关的购买意愿的影响的公式。在使用 AIO 规模方法定义四个不同产品类别消费者的生活方式细分后；通过生活方式建立关系，通过对选定的产品类别使用多种分析方法，对品牌价值感知和购买意愿进行了实证分析。因此，生活方式细分不能被定义为品牌购买意愿的主要和直接驱动因素，而受生活方式影响的消费者感知价值显着影响购买意愿，并且这种价值映射因产品类别而异。