국제경영 : 중국소비자의 산짜이 선호도 및 구매의도의 영향 요인 = International Management : Determinants of Chinese Consumers` Preference and Purchase Intention towards Shanzhai

다국어 초록 (Multilingual Abstract)

Shanzhai is no longer a simple imitation of the famous brands, and it is recently recognized as new product category with good quality, new idea and economical price to Chinese consumers. This study tries to identify and examine the determinants of Chinese consumers` preference and purchase intention towards Shanzhai. Based on the previous research, three factors are proposed as the determinants: 1) Shanzhai product attributes such as creativity and perceived quality, 2) counterfeit attributes such as price economics and similarity with originals, and 3) China social culture attributes such as social-face sensitivity and reference group influence. Each attribute is supposed to be positively related to Chinese consumers` preference for Shanzhai and the latter was hypothesized to be positively related to their purchase intention for Shanzhai. The data collected from 327 Chinese was used to test the proposed hypotheses. The results suggest that every determinant has a significant positive effect on Chinese consumers` preference for Shanzhai. Also, their preference for Shanzhai can positively influence on purchase intention. Based on the results, the implications and limitations of this study are discussed.