• International Journal of Costume and Fashion
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• v.12 no.1
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• pp.11-27
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• 2012

This study explores U.S. consumers' perceptions about fashion counterfeit goods and counter feiting and motivations for purchasing and not purchasing those goods. A qualitative research technique utilizing self-administered essay questions was used to collect data. A convenience sample of female college students(N=128) drawn from classes at Midwestern and Southern universities in the U.S. participated in this study. This study found that a majority of consumers tended to perceive that fashion counterfeit goods are merely imitations of the legitimate goods and that counterfeiting is producing and selling fake goods, but a small number of consumers associated those goods with illegally produced goods and illegal practices or violations of intellectual property rights. The major motivations for purchasing counterfeit fashion goods were found to be price/value consciousness, appearance of counterfeit goods, status consumption, availability of the goods, desire for souvenirs, and social(family and peer) influences. In addition, the major deterrents to purchasing these goods were identified as integrity/ethical judgment, poor quality of counterfeit goods, self-image/status, and unavailability of the goods. This study provides policy makers and anti-counterfeit coalitions with information to develop effective educational programs or campaigns to influence consumers' counterfeit fashion purchasing behavior.

• The Research Journal of the Costume Culture
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• v.23 no.2
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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.

• Fashion & Textile Research Journal
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• v.8 no.6
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• pp.672-678
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• 2006

This study examines the implications of fashion in self-expression or image management among college students in Korea. Socio-demographic factors are considered in addressing following research questions: why Korean college students seek luxury goods; how they recognize the effects of using luxury goods on their image management; whether or not they have purchased counterfeit luxury goods; and why they buy counterfeit goods. In order to explain the relationship between fashion and social class, the study examines various sociological theories including Erving Goffman's dramaturgical approach. The data were drawn from 1419 students from 10 universities nationwide in 2005. Chi-square analyses yields outcomes as follows: Using luxury goods works as a class symbol that gives the users the image of higher socio-economic background; use of counterfeit luxury goods and its symbolic effects in image management do not have significant relationship with socio-economic background.

• 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.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.287-293
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• 2012

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.

• Journal of Fashion Business
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• v.15 no.6
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• pp.56-70
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• 2011

The purpose of the study was to analyze the purchasing status of luxury brand counterfeit goods of female college students, and to investigate the influence of students' social self-concept on their attitude towards luxury counterfeit products. The study was implemented by a descriptive survey method using a self-administerd questionnaire. The sample consisted of 224 female college students residing in Seoul and Busan. The data were analysed through frequency, factor analysis, and regression analysis. The results were as follows. First, it was observed that 42.40% of the respondents have had the experience of purchasing counterfeit items. The major reasons for purchasing counterfeit goods, it was discovered, were not only the low price but also their perceived good quality. Among the reasons for not purchasing counterfeit products, the emotional reason was more significant than the intellectual reason. Second, female college students' social self-concept was found to have an influence on their social negative attitudes towards luxury brand counterfeits. Third, it was found that the social self concept was closely related to the satisfaction with the counterfeit purchases. Fourth, it was discovered that the social self-concept of the students significantly affected the intention to repurchase.

• International Commerce and Information Review
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• v.15 no.3
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• pp.65-86
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• 2013

The purpose of this study compare the difference between purchaser of counterfeit goods and non-purchaser about how self-esteem and conformity influence upon purchase intention of luxury counterfeits goods. Until existing research on purchase intention of luxury counterfeit goods have focused on the consumers' sense of superiority such as conspicuous consumption, hedonic consumption and symbolic consumption. This thesis, however, has focused on individual's psychological variables such as self-esteem and influence of reference group. The results are as follows. The purchaser of counterfeit goods tend to depend on others heavily and show a high purchase intention. On the other hand, the non-purchaser with high self-esteem are less inclined to buy counterfeit goods, and purchase intention level will also be lowed down. This thesis tries to support the assumption that personal psychological difference exist between purchaser and non-purchaser, and this result seems to correspond with the preceding studies.

• The Research Journal of the Costume Culture
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• v.26 no.1
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• pp.45-55
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• 2018

The purpose of this study was to investigate the changes in perception and attitude of fashion major college students before and after receiving their design copyright education. A questionnaire survey was distributed to 200 fashion major college students in Seoul. The results of this study were as follows: First, 46.0% of fashion major students had an experience of purchasing counterfeit fashion goods. Out of those, 81.5% students acknowledged that the product was counterfeit and still purchased it. Categories of counterfeit goods purchased were bags, clothes, and accessories, in order of popularity. The students reported purchasing counterfeit goods twice and three times, in order of popularity. The prices of the counterfeit products were 100,000 to under 200,000 won, and under 100,000 won, in order of popularity. Second, the cognitive domain, the practical domain, and the value domain all showed significant differences between before and after the copyright education. Among these, the differences in the practical domain were the most distinctive. Third, prior to receiving their copyright education, most of the students had no perception about the design copyright system and so most of the students gained helpful information from the education. For future design copyright education, the students want to learn about how to protect their own designs, how to apply copyright in a fashion company, how to avoid invading other people's designs, and categories of design copyright.

• 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.10
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• pp.177-185
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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 satisfaction and dissatisfaction factor scale of counterfeit goods. We found out having the recognition difference of China consumers about these. The results is as follows. First, Counterfeit use motivation ostentation, economic efficiency, satisfaction, and the practicality of four was All counterfeit motivation had a significant impact on attitudes. Second, the personal satisfaction and economic satisfaction as two counterfeit satisfaction factors were Counterfeit products personal satisfaction factors showed a significant influence on the attitude. Also the purchase of counterfeit economic satisfaction had a significant positive impact. Third, counterfeit dissatisfaction factors were personal, social and material factors of dissatisfaction into three Significant influence attitude toward counterfeit products is a factor. Purchase of personal dissatisfaction factors also had a significant impact. These findings made it possible for in-depth understanding of the behavior and culture in China of counterfeit consumer use. The results of this study has provided data that can be utilized in the future counterfeits reduce the use of public awareness campaigns.