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

다국어 초록 (Multilingual Abstract)

  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.

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