This study derived purchase situations by integrating temporal dimensions and purchase tasks into the concept of task involvement, and then analyzed whether there were differences in the degree of store image perception within and across purchase situations, and whether differences existed in store image perception within each purchase situation according to lifestyle characteristic groups. Store image was measured using 20 items, and the product selected was clothing among fashion goods. Data were collected from housewives residing in Seoul. The analysis results showed that there were statistically significant differences in the degree of perception within purchase situations, and partial differences in the degree of perception across purchase situations. Among groups classified by lifestyle characteristics, there were also partial differences across purchase situations.