The purpose of this study is to investigate the response factors and to find heterogeneity of consumer response based on segments in the fashion industry for stockouts phenomena. In this way, we have a contribution to deepening the research analytical unit from the existing aggregate level to the segments or disaggregate market level, and to analyzing the stockouts response by simultaneously integrating the cognitive and emotional behavioral elements. The questionnaire was conducted for 526 participants. The response results were divided into six segments using the mixture model, which is a post-hoc segmentation method. Demographic variables and online shopping tendency variables were extracted and reported for each segment. Each group was named as a stockout loyalty group, a positive thinking group, a negative thinking group, stockout insensitive group, stockout sensitive group, and a mystery group. Accordingly, online shopping companies should actively encourage consumers to fill out the number of job variables and monthly online shopping frequency variables among the demographic characteristics of their customers when they sign up for online shopping, and then find ways to induce positive stockout responses depending on the consumer's stockout responses when they experience a shortage. As a result, online fashion product marketers can secure the factors that control the behavioral response during out of sale responses in each segment.