Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지

Purchasing Intentions toward Originals and Counterfeits - Foreign Fashion Luxury Brands -

진품과 복제품 구매의도 - 패션 명품을 중심으로 -

  • 박혜정 (한국산업기술대학교 교양학과) ;
  • 전경숙 (한성대학교 의류패션산업전공)
  • Received : 2006.03.06
  • Published : 2006.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to classify the clusters based on two behavioral intentions toward purchasing originals and counterfeits of foreign fashion luxury brands and to examine the differences in personality characteristics and demographics. This study included attitude toward counterfeit, consumer ethnocentrism, materialism, and need for uniqueness as personality characteristics and gender, monthly household income, and pocket money as demographics. Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 320questionnaires were used in the statistical analysis. In analyzing data, cluster analysis, x-test, and One-way ANOVA were conducted. As a result of the cluster analysis based on two behavioral intentions toward purchasing originals and counterfeits, four groups were identified. There were significant differences in attitude toward counterfeit and materialism according to the purchasing intention clusters. x-tests also showed there were significant differences between the number of male and female subjects in each of the four clusters. Females are significantly more represented than females in all four clusters.

Keywords

References

  1. 권혁주 (2005.8.18) 아직도 못벗은 짝퉁 왕국 오명: 꼬리 밝혀도 몸 통은 멀쩡. 중앙일보(http://www.joongang.co.kr)
  2. 김준술 . 이철재 (2005.5.23). 프라다, 중국서 생산할 수도. 중앙일보 (www.joongang.co.kr)
  3. 매일경제 (2005) 한국 속 외국기업: 불법 복제품 방치한다면 투자하고 싶겠나(http://news.empas.com)
  4. 박재현 (2003.7.3) 한해 2천4백억대 모방 '영원한 인기'. 경향신문 (http://www.kyunghyang.com)
  5. 박혜정 . 전경숙 (2005) 물질주의와 해외 명품브랜드 구매 태도 소비자 자국주의의 조절효과. 한국의류학회지, 28(9/10), 1197-1207
  6. 송의달 (2001.5.10) 외국기업 '가짜와 전쟁' 선포. 조선일보(http://www.chosun.com)
  7. 양지연 . 사공수연 . 박경애 (2001) 소비자의 경제위기의식과 애국심 이 외제품 구매행동에 미치는 영향: 1998년 우리 나라 경제위기 상황을 중심으로. 한국의류학회지, 25(2), 228-236
  8. 유혜경 . 이연심 (2002) 명품 복제품 구매와 소비자 특성에 관한 연 구, 한국의류학회 추계학술대회논문집, pp.181-182
  9. 이승희 (2004) 패션 복제품에 대한 소비행동과 소비윤리에 관한 연 구 -한국, 일본, 홍콩 소비자를 중심으로-. 한국의류학회지, 28(11), 1438-1447
  10. 이승희 . 신초형 (2002) 여대생의 패션복제품 구매행동에 관한 탐색적 연구. 물질주의와 쇼핑가치를 중심으로. 한국의류학회지, 26(11), 1537-1546
  11. 이승희 . 이랑 . 정소연 (2003) 패션 명품 브랜드에 대한 구매행동 연구. 한국의류학회지, 27(11), 1241-1251
  12. 정일재 (2002. 12.16) 산업 뉴트렌드: 소비양극화 시대의 마케팅(http://www.chosun.com)
  13. 정재연 (2000.1.18) 테이텔범 회장 '명품브랜드 프랑스정서 담겨'. 조선일보(http://www.choson.com)
  14. 조은아 . 김미숙 (2004) 청소년의 과시소비성향에 따른 수입명품 및 유명브랜드 의류제품에 대한 태도 및 구매행동. 한국의류학회지, 28(1), 76-87
  15. 주간조선 (2000.8.3) 가짜 명품들, 진품의 110% 수준에 도전한다(http://Week1y.chosun.com)
  16. 최선형 (2003) 지각된 제품 특성과 과시적 소비 성향이 패션명품관여에 미치는 영향. 한국의류학회지, 27(2), 209-218
  17. 하수진 (2003) 해외 패션 명품 소비자의 세분화 및 양면적 소비행동 연구. 서울대학교 대학원 석사학위논문
  18. Azen, I. and Fishbein, M. (1980) 'Understanding Attitudes and Predicting Social Behavior'. Prentice-Hall. Englewood Cliffs, NJ. pp.34-90
  19. Bums, D.J. and Brandy, J. (2001) A cross-cultural comparison of the need for uniqueness in Malaysia and the United States. The Journal of Social Psychology, 132(4), 487-495 https://doi.org/10.1080/00224545.1992.9924728
  20. Chakraborty, G., Alred, A. and Bristol, T. (1996) Exploring consumers' evaluations of counterfeits: The role of Country of origin and ethnocentrism. Advances in Consumer Research, 23, 379-384
  21. Christensen, A. and Eining, M. (1991) Factors influencing software piracy: Implications for accountants. Journal of Information Systems, Spring, 67-78
  22. Cordell, V.V.,Wongtada, N, and Kieschnick, R.L. (1996) Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants. Journal of Business Research, 35, 41-53 https://doi.org/10.1016/0148-2963(95)00009-7
  23. Dubois, B. and Duquesne, P. (1993) The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), 35-44
  24. Dubois, B. and Patemault, C. (1993) Observations: Understanding the world of international luxury brands: the dream formula. Journal of Advertising Research, 35(4), 69-75
  25. Fournier, S. and Richins, M.L. (1991) Some theoretical and popular notions concerning materialism. Journal of Social Behavior and Personality, 6(6), 403-414
  26. Green, R. and Smith, T. (2002) Executive insights: Countering brand counterfeiters. Journal of International Marketing, 10(4), 89-106 https://doi.org/10.1509/jimk.10.4.89.19551
  27. Gutman, J. and Mills, M. (1982) Fashion life style, self-concept, shopping orientation, and store patronage: An integrative analysis. Journal of Retailing, 58(2), 64-86
  28. Kini, R., Ramkrishna, H. and Vijayaraman, B. (2004) Shaping of moral intensity regarding software piracy: A comparison between Thailand and U.S. students. Journal of Business Ethics, 49, 91-104 https://doi.org/10.1023/B:BUSI.0000013863.82522.98
  29. Klein, J.G (2002) Us versus them, or us versus everyone? Delineating consumer aversion to foreign good. Journal of International Business Studies, 33(2), 345-363 https://doi.org/10.1057/palgrave.jibs.8491020
  30. Kwong, K., Yau, O., Lee, J., Sin, L. and Tse, A. (2003) The effects of attitudinal and demographic factors on intention to buy pirated CDs: The case of Chinese consumers. Journal of Business Ethics, 47, 223-235 https://doi.org/10.1023/A:1026269003472
  31. Nia, A. and Zaichkowsky, J.L. (2000) Do counterfeits devalue the ownership of luxury brands? Journal of Product & Brand Management, 9(7), 485-497 https://doi.org/10.1108/10610420010351402
  32. Richins. M.L. (1994) Valuing things: The public and private meanings of possessions. Journal of Consumer Research, 21(December), 504-521 https://doi.org/10.1086/209414
  33. Richins, M.L. and Dawson, S. (1992) A consumer values orientation for materialism and its measurement: scale development and validation. Journal of Consumer Research, 19(December), 303-316 https://doi.org/10.1086/209304
  34. Shimp, T. and Sharma, S. (1987) Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, August, 280-289
  35. Silverstein, M.J. and Fiske, N. (2003) Luxury for the masses. Harvard Business Review, 81(4), 49-57
  36. Solomon, M. (2004) 'Consumer Behavior'. 6th Ed.. Prentice-Hall. Upper Saddle River, NJ. pp.515-517
  37. Tepper, K., Bearden, W., and Hunter, G. (2001) Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(June), 50-66 https://doi.org/10.1086/321947
  38. Tepper, K. and Hoyle, R.B. (1996) Latent variable models of need for uniqueness. Multivariate Behavioral Research, 31(4), 467-494 https://doi.org/10.1207/s15327906mbr3104_4
  39. Tepper, K. and McKenzie, K. (2001) The long-term predictive validity of the consumers' need for uniqueness scale. Journal of Consumer Psychology, 10(3), 171-193 https://doi.org/10.1207/s15327663jcp1003_5
  40. Tian, K.T., Bearden, W. and Hunter, G. (2001) Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(June), 50-66 https://doi.org/10.1086/321947
  41. Tian, K.T. and McKenzie, K. (2001) The long-term predictive validity of the consumers' need for uniqueness scale. Journal of Consumer Psychology, 10(3), 171-193 https://doi.org/10.1207/s15327663jcp1003_5
  42. Wong, N. (1997) Suppose you own the world and no one knows? Conspicuous consumption, materialism and self. Advances in Consumer Research, 24, 197-203
  43. Workmam, J.E. and Kidd, L.K (2000) Use of the need for uniqueness scale to characterize fashion consumer groups. Clothing and Textiles Research Journal, 18(4), 227-236 https://doi.org/10.1177/0887302X0001800402
  44. Ziccardi, D.P. (2001) Demonstrating the values of luxury brands. Brandweek, 42(44), 18-19