Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumers' Purchasing Behavior and Consumer Ethics on Fashion Counterfeits among Korean, Japanese, and Hong Kong Consumers

패션 복제품에 대한 소비행동과 소비윤리에 관한 연구: 한국.일본.홍콩 소비자를 중심으로

  • 이승희 (성신여자대학교 의류학과)
  • Published : 2004.11.01
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Abstract

The purpose of this study were to examine if the buyers of counterfeits tend to care less about ethical beliefs than non-buyers among Korean, Japanese, and Hong Kong consumers, and if they have more supportive attitudes toward counterfeit products. 573 female college students living in Seoul, Tokyo, and Hong Kong were surveyed. For data analysis, descriptive statistics, factor analysis, and t-test were used. As the results, 65.8% of respondents had experiences of purchasing fashion counterfeits. Handbags among fashion counterfeits were the most frequently purchased by the respondents. The buyers of counterfeits tended to purchase counterfeit goods as more alternative of genuine products than non-buyers, and did not feel guiltier toward purchasing of counterfeits than non-buyers. Also, the buyers of counterfeits tended to have more positive attitudes toward the legality of manufacturing, selling, and buying of counterfeits than non-buyers. In addition, they tended to consider much more purchasing of counterfeits as a way to fight against big-firms than non-buyers. Finally, the buyers of counterfeits tended to have lower consumer ethics than non-buyers. Based on these results, global marketing strategies for fashion goods were suggested.

Keywords

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