Earticle

초록

영어

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.

목차

Ⅰ. 서론
 Ⅱ. 가설설정 및 연구모형의 설계
  2.1 가설설정
  2.2 연구모형
 Ⅲ. 연구방법
  3.1 연구대상 및 자료의 수료수집
  3.2 변수의 조작적 정의 및 측정
 Ⅳ. 실증연구결과
  4.1 연구대상의 일반적 특성
  4.2 변수의 신뢰성 및 타당성 검증
  4.3 가설 검정
 Ⅴ. 결론
 참고문헌
 논문초록

키워드

한국과 중국 소비자 위조품 사회적 요인 개인적 요인 동조소비 구매의도 Korean and Chinese Consumer Counterfeits Social Factors Personal Factors Consumer Conformity Purchase Intention

저자

• 장운비 [ Zhang, YunFei | 부경대학교 경영대학 석사졸업 ]
• 배상욱 [ Bae, Sang-Wook | 부경대학교 경영대학 교수 ]
• 김완민 [ Kim, Wan-Min | 부경대학교 경영대학 교수 ]

참고문헌

발행기관

간행물