A Comparative Study on the Effects of Purchase Factors in Counterfeit Products on Satisfaction and Regret for Counterfeit Products of Korean and Chinese Consumers

한.중 소비자들에 대한 복제품 구매요인이 복제품 만족과 후회에 미치는 영향에 관한 비교연구

There has been a gradual increase in distribution of counterfeit products and resulting damage cases from companies and consumers. It examines which antecedent variables have significant effects on consumer perceived satisfaction or regret. To test the related hypotheses, such antecedent variables as the utilitarian value, the hedonic value, legal regulations, and ethical mentality of consumers were examined and also did whether these factors have differences between Korean and Chinese consumers. Findings from the empirical analysis are as follows. First, Korean and Chinese consumers' perceived utilitarian value and hedonic value in counterfeit products in contrast to original products are found to have a positive influence on consumer perceived satisfaction with counterfeits while they have a negative influence on consumer perceived regret with counterfeits. Second, in the case of Korean consumers, the hypothesis that legal regulations on counterfeit products will influence the degree of regret with counterfeit products has been rejected. And it is found that the more ethical Korean consumers are, the more regretful for their post purchase they feel. Third, in the case of Chinese consumers, the hypothesis that legal regulations and ethical on counterfeit products will influence the degree of regret with counterfeit products has been rejected. Therefore, it can be said that the results in this paper provide significant implications for government policy, legal regulation and enforcement, and some need for a change in consumer consciousness and attitude as well as for marketing strategies of Korean and Chinese famous brand manufacturing companies.