상표지향성과 지각된 위험이 모조상품 구매행동에 미치는 영향에 관한 한·중 비교연구 = A Comparative Study of Korean and Chinese Consumers on the Effects of Brand Orientation and Perceived Risk on Counterfeit Brand Purchase

다국어 초록 (Multilingual Abstract)

This research was comparatively conducted to investigate the different effects of brand orientation and perceived risk on counterfeit brands between Korean college students, Chinese college students and Chinese students studying in Korea. The study were conducted for three weeks, using questionnaires with Chinese students of university schools in China, Korea college students and Chinese students studying in Korea. A total of 426 questionnaires were used in the analysis utilizing the SPSS 12.0.1 statistic program. The findings of the study are as follows:
First, The conspicuous consumption among the Korean college students, the Chinese students studying abroad and the Chinese college students and effect of the reference group in clothing product pursuit orientation are made to see the conspicuous consumption affects in brand intention from effect when and only the Korean college students consider to a brand orientation statistically with the fact that makes reach appears but was to the case conspicuous consumption of the Chinese college students and the Chinese students studying abroad affects in brand orientation and did not consider. This will lead to be higher the degree which pursues the recording fine article where the conspicuous consumption of the Korean college students will be high is a qualitative thing. Reference group comes to divide with two dimensions but from opinion leader dimension will able to operate as a positive factor to the Chinese students.
Second, The conspicuous consumption and reference group effect of the Korean college students, the Chinese students studying abroad and the Chinese college students in clothing product pursuit orientation are seen the conspicuous consumption affects in fashion orientation from effect and conspicuous consumption of the Korean college students and the Chinese college students do not consider in case, the Chinese students studying abroad group not to be appeared as the fact that affects considers to a fashion orientation. The possibility of knowing from consequently like this result is recording where the conspicuous consumption will be high purchases the fashion clothing style which comes out newly there is a possibility of knowing the thing. Reference group public opinion leader dimension and follower dimension in case appeared with the fact that affects considers to the fashion orientation of three groups.
Third, The clothing product pursuit orientation of Korea and the Chinese college students and the Chinese students studying abroad affect in general clothing purchase conduct the brand orientation affects in general clothing purchase conduct and the analytical result like preceding research. But the fashion orientation is to general clothing purchase conduct and appeared with the fact that is not effect. The recording clothing purchase conduct where the brand orientation of the college students will be high comes to seem to be high with the qualitative thing. Consequently the strength and weakness of fine article ceremony under lifestyle with the regulating element which is important affects in consuming conception of the college students on purchase.
Forth, From affects according to in the risky imitation goods purchase conduct where the clothing product pursuit orientation of Korea and the Chinese college students and the Chinese students studying abroad are perceived the result which is analyzed the brand orientation affects in imitation goods purchase conduct, the Korean college students and the Chinese students studying abroad cranial groups on the brand orientation do not consider to imitation goods purchase conduct in case not to make be, appears but only the Chinese college students appears with the fact that affects considers, The control valve possibility of risk is perceived when there is not a difference which stands to two groups to the Chinese college students group is negative and the risk which is perceived in order to appear with the fact that affects considers with control valve possibility is doing a duty is a possibility of being visible the thing.
Fifth, The fashion orientation in the Korean college students, the Chinese students studying abroad and the Chinese college students three group affect in imitation goods purchase conduct and stands does not consider all to make be, appears and the risk which is perceived the control valve waterway when considering when being, the effect is not visible especially to suggest the thing where the effect element does not become accomplished in imitation goods purchase conduct. Consequently the possibility three groups examining a joint characteristic point from fashion orientation is. The cloth of fashion is not the cloth of famousness and developmental trend socially with the means which only the specification which embodies periodic reaction.

목차 (Table of Contents)

• ABSTRACT = vi
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 4
• 제3절 논문의 구성 = 6
• 제2장 이론적 배경 = 7
• 제1절 의류산업 = 7
• 제2절 한국 및 중국 모조상품시장 현황 = 11
• 제3절 한국과 중국 소비자의 특성 = 14
• 제4절 의복제품에 대한 추구지향성 = 23
• 제5절 지각된 위험 = 25
• 제6절 일반 의복동행방문구매행동 및 모조상품 구매행동 = 28
• 제3장 연구모형 및 가설설정 = 33
• 제1절 연구모형의 설계 = 33
• 제2절 연구가설의 설정 = 34
• 제3절 변수의 조작적 정의 및 측정 = 40
• 제4장 실증분석 = 43
• 제1절 자료의 수집 및 표본의 특성 = 43
• 제2절 변수의 타당도 및 신뢰도 분석 = 45
• 제3절 가설의 검증 및 논의 = 50
• 제5장 결론 = 57
• 제1절 연구결과의 요약 및 시사점 = 57
• 제2절 연구의 한계점 및 장래연구과제 = 61
• 참고문헌 = 62
• 설문지 = 72