• Journal of Digital Convergence
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• v.10 no.5
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• pp.117-124
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• 2012

This study started why do consumers use the counterfeit goods. We executed the pretest through the depth interview, and made an purchase motivation scale, useful benefit factor and cost factor scale of counterfeit goods. We found out having the recognition difference of China consumers with Korea about these. The results is as follows. First, A counterfeit motivation appeared to the recognition difference appeared in a ostentation, economical efficiency and self-satisfaction factor with korea and china consumers. Second, counterfeit useful benefit factor organized to a personal significantly and economic benefit and the recognition difference appeared. Third, Counterfeit good useful cost composed to the personal good-quality, economic and social image of cost factors, and the recognition significantly difference appeared to all of cost factors with Korea and China consumers. These results are helpful for a depth understanding about the counterfeit use behavior, and will be utilized for the public campaign to reduce such behavior.

• Journal of Digital Convergence
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• v.10 no.7
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• pp.115-121
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• 2012

This study was to investigated why consumers buy counterfeit luxury goods, and to address questions about what was used. To this end, benefits consumers experience using counterfeit or what is profit? In addition, experience using counterfeit what is lost or dissatisfied? Based on the results of previous studies on the use counterfeit motivation, loss of use, benefits, and behavioral factors associated with motivation to learn using these counterfeit goods, benefits, and loss factor, each counterfeit product attitude and purchase intention was affects. First, the motivation for using counterfeit display, economics, satisfaction, usefulness, respectively. Counterfeiting in the attitude demonstrated motivation and quality had a significant impact. The economics of buying a counterfeit, satisfaction and quality significantly affected the motivation. Second, counterfeit benefits and economic benefits, personal benefits factor, respectively. Counterfeit goods on the attitude factor has significant effect personal benefit. Purchase of counterfeit goods, the economic and personal benefits also had a significant impact. Third, the loss factor counterfeit personal loss, quality loss, material loss, and social factors were lost. Attitude toward counterfeits were no significant factors that affect. The social cost of buying a factor had a significant impact. These findings on the behavior of consumers with counterfeit deep understanding helps. In addition, to reduce the future use of counterfeit campaign gives data that can be exploited.