Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Purchasing Behavior and Purchasing Intention Toward Fashion Counterfeits : A Cross-Cultural Study of Koreans and U.S.

패션 복제품(複製品) 구매실태(購買實態)및 구매의도(購買意圖)에 관(關)한 연구(硏究): 한(韓).미(美) 소비자(消費者) 비교(比較)

  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Sungshin Women's University)
  • 이승희 (성신여자대학교 의류학과)
  • Published : 2004.09.30
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Abstract

The purpose of this study was to examine fashion counterfeit purchasing behavior and purchasing intention among Koreans and Americans. 486 female college students were surveyed for this study. For data analysis, descriptive statistics, 2-test, and t-test were used. As the results, generally Korean consumers had purchased more fashion counterfeits than American consumers. There were significantly differences between two groups on 5 fashoin brand counterfeits. That is, handbag of PRADA or LOUIS VUITTON, shoes of Ferragamo, or Gucci, clothing of DKNY, PRADA, or CK, sunglass of Gucci or Channel, and accessories of Agatha, Cartier, or Tiffany were purchased by Korean consumers much more than by U.S consumers. Also, Koreans had more higher purchasing intentions toward fashion counterfeits than Americans except clothing. Based on these results, fashion marketing would be suggested.

Keywords

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