Causal Relation Analysis of the Motivation and Benefits Factors Affecting Customers' Purchase Intention of Counterfeit Goods

위조품 구매동기와 사용혜택 요인이 구매의도에 미치는 인과모형분석

  • Yu, Seung Yeob (Dept. of Advertising and Public Relations, Namseoul University)
  • Received : 2012.11.15
  • Accepted : 2012.12.06
  • Published : 2012.12.31


The present paper attempts to account for customers' purchase intention of counterfeit goods. Based on some previous analyses, we have set up a structured model for analysis with a hope to identify the relationship between benefits from using counterfeit goods and motivational factors to purchase them. It is found, first of all, that motivation for ostentation significantly influences personal benefits from using the counterfeit goods. Second, we also find that motivation for satisfaction does not exert any direct influence on the factors of benefits, though it affects decisions to purchase. Third, motivation for practicability has significant influence on personal and, more strongly, on economic benefits. Fourth, quality has significant influence on both personal and economic benefits. Again, this factor is also more closely related with economic benefits than with personal ones. We hope that we will be able to provide practical tips for those who design and plan public service advertisements that intend to reduce purchasing of counterfeit products.