• 복식문화연구
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• 제23권2호
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• pp.310-325
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• 2015

The market for counterfeit luxury fashion goods is proliferating across the globe. In an effort to provide some insight into this phenomenon, this study aimed to identify the antecedents of attitudes toward counterfeits of luxury fashion goods. As antecedents, counterfeit proneness and attitudes toward counterfeiting were considered. It was hypothesized that counterfeit proneness not only influences attitudes toward counterfeits of luxury fashion goods directly but also indirectly through attitudes toward counterfeiting. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the hypothesized model suggest that the model fits the data well. Factor analysis revealed that counterfeit proneness and attitudes toward counterfeits of luxury fashion goods were uni-dimensional and that attitudes toward counterfeiting were two dimensional, which are 'normatively less susceptible' and 'value conscious'. Test of the hypothesized path showed that counterfeit proneness influences attitudes toward counterfeits of luxury fashion goods indirectly through the two factors of attitudes toward counterfeiting. The results suggest some implications for anti-counterfeit businesses.

• 한국의류학회지
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• 제30권2호
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• pp.286-295
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• 2006

The purpose of this study was to identify the determinants of purchasing non-deceptive counterfeit luxury brands. As determinants, this study exmained subject-related variables(consumer ethnoncetrism and attitude toward counterfeit), product-related variable(similarity with originals), and social influence(social recognition by others). Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 323 questionnaires were used in the statistical analysis. In analyzing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Results showed that consumers' attitudes toward counterfeits significantly influenced their attitudes toward purchasing counterfeit luxury brands which directly influence purchasing frequency of counterfeit luxury brands. Consumers who evaluated the counterfeit more similar to the originals had more positive attitudes toward purchasing counterfeit luxury brands. The results show why consumers have increasing demands for counterfeits and the implications for anti-counterfeit business are suggested.

• 한국산학기술학회논문지
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• 제22권3호
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• pp.303-309
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• 2021

본 논문은 20-30대 소비자들이 사회적 가치가 높은 명품, 매스티지 브랜드와 복제품에 대해 어떤 태도를 가지고 구분하는지, 과시소비성향과 동조성으로 설명할 수 있을지를 탐색하였다. 브랜드들에 대한 태도와 구매의도의 유사성을 기준으로 20-30대 소비자를 구분하고, 집단별로 동조성과 과시소비 성향의 하위차원에서의 차이를 연구하였다. 군집분석을 통해 20-30대 소비자는 네 집단으로 구분되었고, 다변량분산분석을 실시하여 각 집단 간의 차이를 확인하였다. 개성추구성향(F=4.282, p=.006)과 브랜드지향성향(F=23.178, p=.000)은 명품과 매스티지 브랜드와 연관이 있었고, 유행추구성향(F=8.376, p=.000)은 명품과 매스티지 브랜드를 매우 좋아하는 집단과 복제품에도 관심이 있는 집단에서 높게 나타났다. 고가격추구성향은 유의한 차이가 없었다. 동조성(F=3.537, p=.015)은 명품과 매스티지에 대해 약간 좋아하지만 복제품은 싫어하는 집단만 제외하면 모두 높았다. 본 연구는 상징적 의미가 큰 브랜드들에 대한 20-30대 소비자의 태도와 구매의도를 통합적으로 고찰한 연구로서 향후 소비자의 브랜드 범주화에 대한 연구로 발전시키기 위한 탐색적 연구로 의미가 있다.