중국소비자들의 위조명품브랜드 구매의도에 영향을 미치는 요인: 가시성(visibility)과 지각된 위험의 조절효과

최춘조,심향동,배병렬 전북대학교 사회과학연구소 2019 지역과 세계 Vol.43 No.2

This study firstly proves how factors affect Chinese customers purchase intention through mediator variable attitude towards counterfeits. And this study investigates the moderating effect of products types classified with product visibility (public/private counterfeits). Lastly it examines the moderating effect of perceived risk between the relationship of attitude towards counterfeits and purchase intention. For this purpose, we collected data from 337 Chinese customers by carrying out questionnaire surveys. Analysis results show that firstly, product factors and personality factors has effects on attitude towards counterfeits, attitude towards counterfeits were shown to have a positive effect on purchase intention. Secondly, the analysis of mediating effect on attitude towards counterfeits shows that attitude towards counterfeits have mediating effects between product factors, Personality factors and purchase intention. Thirdly, the types of products classified with product visibility (public/private counterfeits) plays a significant moderating role between information susceptibility, counterfeits price, personal integrity and attitudes towards counterfeits. Finally it confirmed that the social risk has moderating effect between attitude towards counterfeits and purchase intention, while the performance risk doesn't have moderating effect. 본 연구는 중국소비자들을 대상으로 사회적 요인, 제품 요인, 개인적 요인들이 명품위조품에 대한 태도를 매개변수로 위조품 구매의도에 미치는 영향을 살펴보았다. 이 관계에서 위조품이 다른 사람이 잘 볼 수 있는 공적제품인지 잘 볼 수 없는 사적제품인지(즉 가시성)의 조절효과를 분석하였다. 또한, 위조품에 대한 태도와 구매의도 간의 관계에서 지각된 위험의 조절역할을 검증하였다. 이를 위해 337명의 중국소비자들을 대상으로 조사하여 분석하였다. 분석 결과는 첫째, 제품 요인, 개인적 요인이 위조품에 대한 태도에 영향을 미치는 것으로 나타났으며, 위조품에 대한 태도는 구매의도에 정적인 영향을 미치는 것으로 나타났다. 둘째, 위조품에 대한 태도의 매개효과를 검증한 결과 제품 요인, 개인적 요인과 구매의도 간의 관계에서 위조품에 대한 태도의 매개효과가 있는 것으로 밝혀졌다. 셋째, 사회적 요인, 제품 요인, 개인적 요인과 위조품에 대한 태도 간의 관계 및 위조품에 대한 태도와 구매의도 간의 관계에서 제품의 가시성에 따라 정보적 민감성, 위조품의 가격, 개인적 진실성이 유의한 조절효과가 있는 것으로 나타났다. 마지막으로, 위조품에 대한 태도와 구매의도 간의 관계에서 사회적 위험과 성능적 위험의 조절효과를 검증한 결과 사회적 위험만 조절효과가 있는 것으로 나타났다.

Consumption Motivations for Counterfeit Luxury Brands: Moderating Role of Genuine Brand Experience

Xiao-Long Yin,Yan-Li Yang,Hyung-Jun Kim 한국무역연구원 2021 무역연구 Vol.17 No.5

Purpose - In the Chinese market, increasing numbers of luxury brands are overwhelmed by counterfeits, and the continued success of counterfeits has become a considerable problem. Therefore, this research is to understand the purchase motivations for the counterfeits in the Chinese millennial generation, who are the main force of Chinese luxury brand market and counterfeits market. Design/Methodology/Approach - The data comes from a questionnaire survey from Chinese millennials (N= 391). This study uses the regression analysis and moderation effect model to verify causal relations or compare the difference in particular circumstances. Findings - Among the 8 variables, only 5 motivation factors influence purchase intention of counterfeits. The moderating effect of perceived risk was significant only when Mianzi influences the purchase intention of counterfeits. Millennials without experience in genuine brand more tend to buy counterfeits when they are motivated by conspicuous, Mianzi, and materialism reasons. Conversely, consumers with experience are more likely to buy counterfeits mainly when materialism, bandwagon, and Mianzi motivations become important. Notably, men also purchased counterfeits because of Mianzi or self-gift giving than women, the motivations for buying the counterfeits were more diverse relatively in case of middle-incomers. Research Implications - This study introduced the motivations of core consumer psychology factors into the analysis of counterfeits. The results will provide the theoretical basis for global luxury brand managers facing the Chinese market when formulating sustainable development strategies.

Transactions : The Effect of Counterfeits on the Perceptions toward Luxury Fashion Brands

( Mi Young Lee ) 한국의류학회 2011 한국의류학회지 Vol.35 No.12

This study explores if consumer perceptions about genuine luxury fashion merchandise are affected by the presence of counterfeits. A total of 504 consumers participated in an online survey. First, respondents were asked to indicate whether or not they agreed that counterfeits negatively affect genuine luxury fashion brands and to provide reasons for their responses. Approximately 57% replied that counterfeit goods negatively affect the image of genuine luxury fashion brand goods. The main reason mentioned was that counterfeit products damage the producer/copyright holder of genuine products, as well as the national economy; they believed that it damaged the genuine luxury brands` image due to the luxury goods becoming less rare; however, 43% of respondents stated that counterfeits did not negatively affect genuine luxury fashion brands. Thus, counterfeit availability reflects that a brand is renowned and popular in a market where consumers can recognize genuine luxury fashion products from counterfeits. Second, the respondents were asked about specific luxury fashion brands and indicated that seeing counterfeits did not negatively affect genuine luxury fashion brands` value, brand reputation or satisfaction of ownership. The majority of respondents disagreed that the availability of counterfeits negatively affects the value, reputation and satisfaction of owning original luxury brands.

복제품 구매요인이 정품 행동의도에 미치는 영향에 관한 연구 - 패션 복제품에 대한 만족과 후회를 매개로

김광수(Kim Kwang Soo),배상욱(Bae Sang Wook),공희숙(Kong Hee Sook) 한국소비문화학회 2006 소비문화연구 Vol.9 No.2

  복제품에 대한 기업과 소비자의 피해사례가 늘어나고 있으며 국내 시장 역시 복제품의 유통이 점차 확대되고 있다. 이에 본 연구는 정품에 대한 행동의도가 복제품의 구매경험과 관계가 있다고 보고, 정품에 대한 행동의도에 영향을 미치는 요인에 관한 연구를 정품과 대비되는 복제품 관점에서 수행하고 있다.   본 연구의 목적은 유명브랜드의 정품을 구매한 경험이 있는 소비자가 유명브랜드의 복제품을 구매한 후 복제품에 대한 만족과 후회가 정품에 대한 행동의도에 영향을 미칠 것으로 가정하고, 어떠한 영향요인이 복제품에 대한 만족과 후회에 유의한 영향을 미치는지를 살펴보고자 하였다. 영향요인으로는 정품 대비 복제품의 효용적 가치와 쾌락적 가치, 복제품에 대한 법적 규제, 소비자의 윤리의식 그리고 정품의 가격 촉진활동을 사용하였고, 이러한 영향요인들이 복제품에 대한 만족 혹은 후회를 매개로 하여 정품에 대한 행동의도에 어떻게 영향을 미치는지를 가설설정을 통해 실증 분석을 하였다.   설정된 연구가설을 검증한 결과, 첫째, 정품 대비 복제품의 효용적 가치와 쾌락적 가치는 복제품에 대한 만족에 정(+)의 영향을 미치고 복제품에 대한 후회에는 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 복제품에 대한 법적규제가 복제품에 대한 후회의 정도에 정(+)의 영향을 미칠 것이라는 가설은 기각되었다. 이는 제품을 생산, 판매, 유통하는 기업과는 달리 소비자가 지니고 있는 법적규제에 대한 인식이 낮기 때문인 것으로 보인다. 셋째, 복제품에 대한 내적 규제요인으로서 소비자의 윤리의식을 살펴보았는데, 소비자의 윤리의식은 복제품에 대한 후회에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 정품에 대한 가격 촉진활동은 복제품에 대한 후회에 정(+)의 영향을 미친다는 것을 알 수 있었다. 마지막으로 복제품에 대한 후회는 복제품에 대한 만족에 부(-)의 영향을 미치고 복제품에 대한 만족은 정품 행동의도에 부(-)의 영향을, 복제품에 대한 후회는 정품에 대한 구매 및 구전 행동의도에 정(+)의 영향을 미친다는 것을 알 수 있었다.   이러한 연구결과는 정품 생산업체의 마케팅전략 개발에는 물론, 정부의 정책 및 법적 규제와 실행, 그리고 소비자의 의식과 태도 변화의 필요성 등에 대해 여러 가지 중요한 시사점을 제시해 주고 있다.   There has been a gradual increase in distribution of counterfeit products and resulting damage cases from companies and consumers. In this context, this paper suggests that consumer behavior intentions to purchase original products is related to consumer experiences of purchasing counterfeit ones, and then intends to explain the factors behind such relationship from the perspective of counterfeit products in contrast to genuine products.   For the purpose, this paper postulates that when a consumer with the experience of purchasing famous original products purchases counterfeit products of famous brands, consumer perceived regret or satisfaction with fake products will influence consumer behavior intentions on original brands. And then it examines which antecedent variables have significant effects on consumer perceived satisfaction or regret. To test the hypotheses, such antecedent variables as the utilitarian value, the hedonic value, legal regulations, ethical mentality of consumers and price promotion activities on original products are employed, with mediating variables of satisfaction and regret focused.   Findings from the empirical analysis are as follows:   First, the consumer perceived utilitarian value and hedonic value in fake products in contrast to original products are found to have a positive influence on consumer perceived satisfaction with counterfeits while they have a negative influence on consumer perceived regret with counterfeits.   Second, the hypothesis that legal regulations on fake products will influence the degree of regret with fake products has been rejected. This seems to result from the fact that the consumer has a lower consciousness of legal regulations than companies on the distribution channel.   Third, it is found that the more ethical the consumer is, the more post purchase regret the consumer has.   Fourth, it is found that the more price promotion activities are waged on original products, the more regret the consumer has. Finally, consumer regret with counterfeits is found to have a negative influence on consumer satisfaction with counterfeits but a positive influence on consumer behavior intentions such as word of moth and repurchase of genuine products.   Therefore, it can be said that the results in this paper provide significant implications for government policy, legal regulation and enforcement, need for a change in consumer consciousness and attitude as well as for marketing strategies of original brand manufacturing companies.

Influence of Moral View and Other Variables on Purchase Intentions Concerning Fashion Counterfeits

( Sea Hee Lee ),( K P Johnson Kim ) 한국패션비즈니스학회 2014 패션 비즈니스 Vol.18 No.6

The purpose of this research was to examine the extent of deontological (values) and teleological evaluation (considering consequences) used in arriving at an ethical judgment concerning intention to purchase a fashion counterfeit. In addition, the effect of psychographic (attitudes toward counterfeiting, risk taking, self-image, value consciousness,public self-consciousness, and materialism) and product attributes (perceived fashion content, physical appearance, and image) on intention to purchase a counterfeit product were investigated. Two alternatives and possible consequences as well as the scenario were given to the participants. The first alternative is persuading a friend not to buy a counterfeit and the second alternative is purchasing a counterfeit product with a friend. Participants (n = 245) were undergraduate volunteers enrolled in courses at a Midwestern university. Data were analyzed using confirmatory factory analysis and structural equation modeling. The proposed structural models fit the data adequately in both alternatives, and all paths were significant. Participants followed the decision making steps outlined by Hunt and Vitell (1986) in both alternatives. Personal characteristics exerted no influence on behavioral intentions concerning counterfeits. Two product-related characteristics (i.e., physical appearance of a counterfeit and projected image of a counterfeit) had direct effects on the behavioral intentions. The conclusions of this research are helpful in improving our understanding of variables that influence consumers’ purchasing counterfeit luxury products.

CONSUMER ATTITUDE AND PURCHASE INTENTION TOWARD FASHION COUNTERFEITS: FOCUSING ON THE COMPARISON BETWEEN REPUBLIC OF KOREA AND THE UNITED STATES

Christine Kim,Jaeyun Koh,Hyung-Doo Nam,Eunju Ko 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Fashion design itself has an independent artistic value of its own. However, legal protection for fashion design is still lacking. In the fashion market, design piracy and trademark piracy are universal phenomena and the imitation behavior is made by a wide range of subjects in real time. The protection of the authentic holder in the relatively-short-cycled fashion design should be done immediately. Accordingly, this study aims to conduct a comparative research on the laws designed to protect fashion design significantly, to promote the creation of fashion design, and to provide implications for the future fashion design protection. The specific objectives of this study are as follows. First, we aim to examine the market trends relating to the theft of the fashion design between Republic of Korea and the United States. The second objective is to consider current legislation to protect fashion design in Republic of Korea and the United States and to analyze the differences between the two countries. Thirdly, the present study seeks to measure consumers’ perception on counterfeit in order to analyze the current status of design piracy. Our results suggest that both countries cohere in that the market size of counterfeit goods is expanding and fashion products are prominent in the counterfeits market. However, while Republic of Korea is not capable of effectively controlling domestic counterfeit products, the United States is trying to protect the intellectual property rights with regulations of counterfeits through the Customs and Border Protection Agency. In the domain of legal protection for fashion design, the United States enacted individual laws such as DPPA and IDPPA through cooperation with the fashion industry and the legal profession since 2006. On the other hand, the effectiveness of laws for fashion design protection appears to be weaker in Republic of Korea. According to the analysis of consumer perception, Korean consumers continuously buy counterfeit goods, whereas U.S. consumers rarely report having had a counterfeit product purchase experience. Korean consumers have a relatively high level of legal knowledge concerning fashion design protection and, compared to their U.S. counterparts, they are negatively recognized about counterfeit goods. Despite this, they do not hesitate to buy counterfeit products in real life. The results of our analysis of the consumer perception suggest that Korean consumers’ attitudes and purchase behaviors with regard to counterfeit goods are inconsistent; the reason underlying this tendency is that the force of the legal system is insufficient. Therefore, this study suggests to strengthen the rigor of the law-enforcement and to establish the laws that would help enhance consumer awareness in the Korean society.

Consumer attitudes and purchase intentions toward fashion counterfeits: Moderating the effects of types of counterfeit goods and consumer characteristics

Christine Kim,고은주,고재윤 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.1

Designers’ creative rights must be protected in terms of intellectual property rights, but current legal protections for fashion design are insufficient. The fashion market is rife with counterfeit goods. In this study, we (1) examine consumer attitudes toward counterfeit goods as they affect purchase intentions, (2) identify differences between consumer attitude and purchase intention by types of counterfeit goods (TCG; including design and trademark piracy), and (3) measure consumer characteristics – purchase experience of luxury goods (PELG), purchase experience of counterfeit goods (PECG), nationality, and level of legal knowledge (LLK) – as they moderate attitude and purchase intention. The study shows that consumer attitude toward counterfeit goods affect s purchase intention. TCG has a partially moderating effect between attitude and purchase intention. All consumer characteristics except PECG can moderate attitude and purchase intention. Korean consumers have a high LLK about fashion design protection and negative attitudes toward counterfeit goods, but in reality willingly buy counterfeit goods. To bridge the gap between perception and reality, consumers must be educated to know that they should only purchase legal brands. In addition, legislation and law enforcement must be strengthened.

Theses: Purchasing Status and Attitude of Female College Students towards Luxury Counterfeit Goods and Their Relationship to Social Self-Concept

( Ji Hyun Hwang ),( Choon Sup Hwang ) 한국패션비즈니스학회 2011 패션 비즈니스 Vol.15 No.6

The purpose of the study was to analyze the purchasing status of luxury brand counterfeit goods of female college students, and to investigate the influence of students` social self-concept on their attitude towards luxury counterfeit products. The study was implemented by a descriptive survey method using a self-administerd questionnaire. The sample consisted of 224 female college students residing in Seoul and Busan. The data were analysed through frequency, factor analysis, and regression analysis. The results were as follows. First, it was observed that 42.40% of the respondents have had the experience of purchasing counterfeit items. The major reasons for purchasing counterfeit goods, it was discovered, were not only the low price but also their perceived good quality. Among the reasons for not purchasing counterfeit products, the emotional reason was more significant than the intellectual reason. Second, female college students` social self-concept was found to have an influence on their social negative attitudes towards luxury brand counterfeits. Third, it was found that the social self concept was closely related to the satisfaction with the counterfeit purchases. Fourth, it was discovered that the social self-concept of the students significantly affected the intention to repurchase.

한ㆍ중 소비자들에 대한 복제품 구매요인이 복제품 만족과 후회에 미치는 영향에 관한 비교연구

최흥섭(Heung-Seob Choi),공희숙(Hee-Sook Kong) 한국통상정보학회 2007 통상정보연구 Vol.9 No.4

There has been a gradual increase in distribution of counterfeit products and resulting damage cases from companies and consumers. It examines which antecedent variables have significant effects on consumer perceived satisfaction or regret. To test the related hypotheses, such antecedent variables as the utilitarian value, the hedonic value, legal regulations, and ethical mentality of consumers were examined and also did whether these factors have differences between Korean and Chinese consumers. Findings from the empirical analysis are as follows. First, Korean and Chinese consumers’ perceived utilitarian value and hedonic value in counterfeit products in contrast to original products are found to have a positive influence on consumer perceived satisfaction with counterfeits while they have a negative influence on consumer perceived regret with counterfeits. Second, in the case of Korean consumers, the hypothesis that legal regulations on counterfeit products will influence the degree of regret with counterfeit products has been rejected. And it is found that the more ethical Korean consumers are, the more regretful for their post purchase they feel. Third, in the case of Chinese consumers, the hypothesis that legal regulations and ethical on counterfeit products will influence the degree of regret with counterfeit products has been rejected. Therefore, it can be said that the results in this paper provide significant implications for government policy, legal regulation and enforcement, and some need for a change in consumer consciousness and attitude as well as for marketing strategies of Korean and Chinese famous brand manufacturing companies.

한중 소비자들의 위조품 구매의도에 미치는 요인에 관한 실증연구

장운비,배상욱,김완민 동북아시아문화학회 2017 동북아 문화연구 Vol.1 No.53

The study identified the factors influencing Korean and Chinese consumer’s purchase intention to buy fake products in two aspects: social factors and personal factors. Social factors include conformity group, others-conscious inhibited consumption, and social norms. Personal factors are perceived risk, price sensitivity, and conspicuous consumption. This study surveyed 279 Koreans and 297 Chinese who have experienced of buying counterfeits. The statistical analysis conducted frequency analysis, reliability and validity analysis to identify statistical characteristics of respondents using SPSS 18.0 and AMOS 18.0. After checking the suitability of the measuring instruments and models, the hypothesis was verified. The results are as follow. First of all, others-conscious inhibited consumption has positive impact on both Korean and Chinese consumers. Secondly, Korean social norms are not significant factors whereas Chinese social norms have negative impact on consumer conformity. While legal importance of the social norms is growing due to the economic and ethical concerns, Korean consumers still appear to fail to recognize restrictions on norms or usage. Chinese consumers recognize that buying counterfeits does not conform to the social norms and the normative pressure constrains an individual's from purchasing. Third, Korean perceived risk has negative impact on consumer conformity while Chinese perceived risk is not significant factor. When Korean consumers decide to buy a counterfeit, being aware of various dangers can have negative effect on purchase intention. If they already consider risks associated with buying counterfeits and uncertain quality of that product, purchase intention becomes smaller. On the other hand, Chinese consumers do not recognize the potential risks of fake goods. Fourth, after verifying the relationship between price sensitivity and consumer conformity, price sensitivity is not significant factor for both Korean and Chinese consumers. Fifth, in relation to conspicuous consumption and consumer conformity, conspicuous consumption has positive impact on consumer conformity in both countries. Lastly, between consumer conformity and purchase intention, consumer conformity as parameter positively influences on purchase intention in both countries. A further research should be an empirical study which reflects various aspects like feature of company, characteristics of produced luxury goods, and quality of counterfeits. Moreover, it needs to examine whether there is a discrepancy in purchase intention according to the area or define specific comparisons between the two countries. It is necessary to expand the research to account for various counterfeits, but it needs to clarify the exact classification for counterfeits.