The purpose of this study is to examine the effects of situational involvement on impulse buying of clothing products in cable TV home shopping. Data were obtained from 235 women aged between 20 and 50 living in Seoul metropolitan area who have bought apparel products on impulse through cable TV. The data were analyzed using factor analysis, cluster analysis, MANOVA, and Chi-square analysis. By factor analysis, two factors of situational involvement factors were identified: Emotional Involvement and Cognitive Involvement. Based on situational involvement, consumers were classified into four groups; High Involvement, Low Involvement, Cognitive Involvement, and Emotional Involvement groups. These groups showed different decision making styles. The situational involvement groups were also different in terms of demographic characteristics, purchase behaviors, types of impulse purchase products, and responses to marketing stimuli. The findings of this study provide useful information for retails of Cable TV home shopping. Retailers may need to make useful marketing efforts for each types of situational involvement.