• Korean Journal of Human Ecology
• /
• v.16 no.1
• /
• pp.103-110
• /
• 2007

The purposes of this study were to investigate the effect of materialism and conspicuous consumption on purchase of fashion luxury goods and counterfeits, and demographic variables' effect on these fashion purchase behaviors. For this study, 386 women aged over 20 were surveyed. The data were analyzed with frequency, factorial analysis, multiple regression analysis, ANOVA, etc., using the SPSS 10.0. The results of this study included; 1) The materialism was divided three factors: 'Pursuing of Happiness', 'Pursuing of Possession' and 'Disinterest of Possession'. 2) The conspicuous consumption was divided two factors: 'Pursuing of Recognition' and 'Pursuing of Fashion'. 3) The purchasing of fashion luxury goods was positively affected by 'Pursuing of Recognition' and 'Pursuing of Fashion' which were the conspicuous consumption factors. And the purchase of fashion counterfeits was affected positively by 'Pursuing of Happiness' and 'Disinterest of Possession', which were the materialism factors, and by 'Pursuing of Fashion', which was the conspicuous consumption factor. And 4) Age and income affected the purchase of fashion luxury goods and counterfeits.

• Journal of Fashion Business
• /
• v.8 no.5
• /
• pp.41-59
• /
• 2004

The purpose of this study is to analyze consumers' purchase behavior for the counterfeits of fashion luxury brands. The research method of the study used a naturalistic approach. The first participant observation was carried out in the internet sites in order to collect the data on the purchase behavior for counterfeits; and the second participant observation was applied in the Dongdaemun shopping mall, Namdaemun shopping mall and Itaewon shopping mall; finally 6 informants were selected and then an interview was held with them. The results of the study are as follows; 1. The reasons for the first purchase of counterfeits are variously shown according to life stages, and the repetitive purchase behavior is influenced by the degree of satisfaction for the first purchase. The information collection for counterfeits is widely made through various media, and especially the information collection is active and positive in the case of planned purchase but it is passive and negative in the case of unplanned purchase. 2. The most important criteria in purchasing counterfeits is the degree of similarity with luxury brands and other criteria include price, design, utility etc. The majority of purchase items is not clothing but miscellaneous goods which are more similar in terms of design and quality. The purchase of counterfeits is made by impulse purchase but the purchase of luxury brands is made by planned purchase. 3. The rationalization mechanism for the purchase of counterfeits is observed in all informants, which is a sort of defence mechanism for avoiding a guilty conscience to buy illegal goods.

• Asia Marketing Journal
• /
• v.13 no.2
• /
• pp.27-48
• /
• 2011

The Chinese counterfeits has begun to gain great attention recently because of the drastic increase in its volume. The consumption of counterfeit harms to manufacturer who spend millions of dollars to create and develop new product. The counterfeits in Chinese can cause international dispute and lower national reputation. The purpose of this study were to examine if the buyers of counterfeits tend to care more about interpersonal relationship than non-buyers among Chinese. Data were gathered by surveying Chinese consumer living in Beijing, Shanghai, and Guangzhou metropolitan area using convenient sampling, and 480 questionnaires were used in the statistical analysis. In analyzing data, descriptive statistics, factor analysis, structural equation modeling with AMOS were conducted. The results of this study were follows, first, attitude toward counterfeits was classified into three factors such as interpersonal relationship, perception, and involvement. It is general belief that attitudes toward counterfeits were correlated with on brand attachment, however this study show that the buyers of counterfeits tended to purchase counterfeit goods as more alternatives of genuine(original) product than non-buyers. Perhaps, the buyers of counterfeits tended to have lower consumer ethics than non-buyers because they value counterfeit high. It is generally accepted that both a producer and a buyer violate the laws, but they are rather generous for buyer. The results of this study suggest consumers' attitude towards counterfeit need to be changed, following consumer education and strict law enforcement. Based on these results, global brand marketing strategies for luxury goods were suggested.

• Journal of Fashion Business
• /
• v.14 no.1
• /
• pp.1-10
• /
• 2010

The purposes of this study were to examine effects of individual's ethics on corporation ethics and corporation ethics management and perception for corporation ethics management innovation system, and to compare consumers' and entrepreneurs' perceptions toward innovation system for ethics management in fashion industry. The subject used for this study were 260 subjects (117 consumer and 143 entrepreneurs). For data analysis, descriptive statistics, Pearson's correlations, Cronbach's alpha, regression, and t-test were used. As the results, first, ethic values on idealism and machiavellism significantly influenced on the business ethics. Business ethics also affected on business ethics management. In addition, business ethics management influenced on perception for ethics management innovation system. Finally, there were significant differences between consumers and entrepeneurs on perceptions toward innovation system for ethics management. Based on these results, prevention marketing strategies of counterfeit goods would be provided.

• International Commerce and Information Review
• /
• v.16 no.4
• /
• pp.79-102
• /
• 2014

A parallel importation is a non-counterfeit product imported from another country without the permission of the intellectual property owner. It is caused by price differences between countries. Therefore parallel importation are implication in issues of international trade and intellectual property rights(hereafter referred as IPR). This paper provides parallel importation issues of Korea and China under the IPR laws such as patent, trademarks, copyright and analyzes difference between two countries. In China, patent law regulates exhaustion rights which is based theory of a parallel import for the first time unlike trademark law and copyright law. On the other hands, Korea rules parallel importing under Korean customs regulations. In conclusion, two countries have no provisions that advocate a parallel import under IPR laws. This paper suggests some improvements to overcome the limitation of current regulation system and avoid trade friction between two countries. First of all, two countries should clearly make a rule about parallel import in IPR law such as definition of parallel importation, genuine goods, permission conditions, importing proses, penalty and remedy etc. Secondly, two countries should prohibit an abuse of a exclusive import agent's rights and manage a parallel importer not to cause consumer's complain about goods to expansion parallel imports. Finally, two countries should cooperate not to cause disputes about this issue with a communication channel.

• International Commerce and Information Review
• /
• v.18 no.4
• /
• pp.81-112
• /
• 2016

About 60 percent of cosmetic products sold in the dominant Taobao internet shopping mall proved recently to be counterfeit products made in China. This paper is to investigate the anti-counterfeiting strategies to clean up fake goods for Korean cosmetics which have been exported to China. Using the scienter rule the paper classified the forgery action for Korean cosmetics into four broad groups - counterfeit, piracy, illegally distributed product, and brand prior register. This paper suggested interior company's anti-counterfeiting strategies for each group, focusing on the construction for an integrated anti-counterfeiting system including consumer's rationality through the government cooperation between Korea and China.

• Industry Promotion Research
• /
• v.8 no.3
• /
• pp.181-199
• /
• 2023

E-commerce is gradually upgrading from traditional text and image formats to short video and livestreaming formats. Livestreaming e-commerce enriches the content and forms of information dissemination and product display, enhances the consumer's shopping experience, and gradually becomes the mainstream new consumer scene. However, there are many negative phenomena in the development of livestreaming e-commerce, such as false propaganda, counterfeit goods, and various negative events, which seriously affect the level of consumer trust in livestreaming e-commerce. Trust is the core competitive factor of livestreaming e-commerce. Based on previous research on trust theory and combined with the characteristic elements of "people, goods, and scenes" of livestreaming e-commerce, this article constructs a trust model for livestreaming e-commerce, proposes hypotheses, and proves through empirical research that factors such as store characteristics, livestream host characteristics, brand image, product information, platform reputation, livestreaming situation, and trust tendency have a significant positive impact on consumer trust. Based on the research conclusions, this article provides insights and management suggestions, such as emphasizing the construction of store characteristic indicators, creating desirable livestream host characteristics, focusing on product brand building and selection, maintaining the display of product information, selecting suitable livestreaming platforms, and creating rich content for livestreaming situations.

• International Journal of Industrial Entomology and Biomaterials
• /
• v.20 no.1
• /
• pp.29-35
• /
• 2010

To compare the quality of manufactured goods distributed in the domestic markets, 6 isolates of Dongchongxiacao products, namely, 4 Paecilomyces tenuipes specimens (J2P, 901A, 901B, and 901C), 1 Cordyceps militaris specimen (901D), and 1 Cordyceps sinensis specimen (CI-1), were analyzed for their physicochemical properties and sequence-structure relationships. P. tenuipes (J2P), a kind of Dongchongxiacao, was successfully inoculated on silkworms by percutaneous infection of Rural Development AdminstraionNam et al., 1999); fruiting bodies were then formed on the complete surface of the pupa. Since P. tenuipes (J2P) from silkworm larva was also proved to have remarkable pharmacological activities, it has been produced in bulk and has been successfully sold to buyers in the Korean market. Additionally, imitation products such as 901A, 901B, 901C, 901D, and CI-1 were sold simultaneously, resulting in deterioration of product quality. This research focuses on establishing quality standards to discriminate between the original and imitation products circulating in the market. The products obtained for the experiments included J2P, 901A, 901B, 901C, 901D, and CI-1; proximate analysis was performed for these products. The hosts and methods of conidia inoculation for proliferation of mycelia differed among the products. P. tenuipes (J2P) was proliferated in live silkworm larvae, and dead silkworm pupae were used to produce 901A, 901B, and 901C. On the other hand, 901D was produced on hulled rice medium. Quality analysis of C. sinensis revealed that CI-1, which was imported from China, smelled bad and proved to be a counterfeit with the fruiting body glued to the insect by twigs. The results of the proximate analysis of 901A, 901B, 901C, and 901D were similar to those of J2P with respect to the moisture content. Otherwise, J2P contained higher crude protein than 901A, 901B, 901C, and 901D, but contained very low fat. C. militaris (901D) and C. sinensis (CI-1) had low crude protein content-12.79% and 9.78% respectively-as compared to that of J2P, which was 62.38%. In contrast to the crude ash content of 6.4% in J2P, the crude ash content of CI-1 was 18.51% and this specimen was found to contain many impurities. phylogenetic analysis of P. tenuipes revealed that the sequence similarity of J2P, 901B, and 901C was in the range of 92.3~92.7%. Additionally, differences in the sequences were found at the positions 65 bp, 436 bp, 441 bp, 463 bp, etc.