A Qualitative Study on the Consumers' Risk Perception for the Counterfeit of Fashion luxury Brands (I) - Focused on Perceived Risk Types -

패션 명품(名品) 복제품(複製品) 소비자(消費者)의 위험지각(危險知覺)에 관(關)한 질적(質的) 연구(硏究) (I) - 지각(知覺)된 위험유형(危險類型)을 중심(中心)으로 -

The purpose of this study is to analyze consumers' perceived risk which is shown in the process of purchase phase and consumption phase for the counterfeits of fashion luxury brands and to analyze the interrelationship of each type of perceived risk. The research method of the study used a qualitative approach. 6 informants were selected and then an in-depth interview was held with them. Through this process the data on the perceived risk for counterfeits were collected and analyzed. The results of the study are as follows; The perceived level of psychological risk including counterfeits exposure was extremely high; besides, economic risk and performance risk were also perceived. On the contrary, the perceived level of social risk and fashionability loss were relatively low. The risk perception for counterfeits appeared not only on the purchase phase but also on the consumption phase, and when perceived risk existed on the consumption phase, it had an influence on the level of perceived risk on the next purchase phase. However the psychological risk was continuously perceived on both purchase and consumption phase, even if it did not exist on the consumption phase. Psychological risk, economic risk and performance risk were not independent but interdependent. Moreover, the entire level of perceived risk could be controlled by reducing the level of other perceived risks when a certain type of risk was highly perceived.