Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

A Comparative Study on Consumer Groups based on Consumers' Attitude and Purchase Intention of Luxury and Masstige Brands, and Counterfeits

명품과 매스티지 브랜드, 복제품에 대한 태도 및 구매의도에 따른 소비자집단 비교연구

  • Bang, Junghae (College of Business Administration, Kookmin University) ;
  • Kim, Min Sun (College of Global Business Administration, Hyupsung University)
  • Received : 2020.12.31
  • Accepted : 2021.03.05
  • Published : 2021.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined how consumers in their 20s and 30s perceive luxury goods, masstige brands, and counterfeits, which have high social value, and whether the propensity for conspicuous consumption and conformity can explain them. Consumers were classified based on the similarity of attitudes toward these brands and purchase intentions. The groups were compared on the sub-dimensions of conspicuous consumption and conformity. Clustering analysis identified four groups, and the MANOVA result confirmed the differences among the groups. Personality (F=4.282, p=.006) and brand orientation (F=23.178, p=.000) were positively related to luxury and masstige brands. Fashion orientation (F=8.376, p=.000) was high for both groups, which likes luxury and masstige brands very much, and which likes counterfeits. High-price orientation did not make any significant difference among the groups. Conformity (F=3.537, p=.015) was high for all the groups, except for the group that liked luxury and masstige brands and did not like counterfeits. This study comprehensively examined the attitudes and purchase intentions of luxury and masstige brands and their counterfeits and can be the groundwork for further research on brand categorization.

본 논문은 20-30대 소비자들이 사회적 가치가 높은 명품, 매스티지 브랜드와 복제품에 대해 어떤 태도를 가지고 구분하는지, 과시소비성향과 동조성으로 설명할 수 있을지를 탐색하였다. 브랜드들에 대한 태도와 구매의도의 유사성을 기준으로 20-30대 소비자를 구분하고, 집단별로 동조성과 과시소비 성향의 하위차원에서의 차이를 연구하였다. 군집분석을 통해 20-30대 소비자는 네 집단으로 구분되었고, 다변량분산분석을 실시하여 각 집단 간의 차이를 확인하였다. 개성추구성향(F=4.282, p=.006)과 브랜드지향성향(F=23.178, p=.000)은 명품과 매스티지 브랜드와 연관이 있었고, 유행추구성향(F=8.376, p=.000)은 명품과 매스티지 브랜드를 매우 좋아하는 집단과 복제품에도 관심이 있는 집단에서 높게 나타났다. 고가격추구성향은 유의한 차이가 없었다. 동조성(F=3.537, p=.015)은 명품과 매스티지에 대해 약간 좋아하지만 복제품은 싫어하는 집단만 제외하면 모두 높았다. 본 연구는 상징적 의미가 큰 브랜드들에 대한 20-30대 소비자의 태도와 구매의도를 통합적으로 고찰한 연구로서 향후 소비자의 브랜드 범주화에 대한 연구로 발전시키기 위한 탐색적 연구로 의미가 있다.

Keywords

References

  1. GM. Grossman, C. Shapiro, "Foreign Counterfeiting of Status Goods", The Quarterly Journal of Economics, Vol. 103, No. 1, pp. 79-100, 1988. DOI: https://doi.org/10.2307/1882643
  2. K. Wilcox, HM. Kim, Sankar Sen, "Why Do Consumers Buy Counterfeit Luxury Brands?", Journal of Marketing Research, Vol. 46, No. 2, pp. 247-259, 2009. DOI: http://dx.doi.org/10.1509/jmkr.46.2.247
  3. J. Cho, JS, Hwang, "The Comparison between Luxury Brand Purchaser and Non-Purchaser on Luxury Value Preference, Masstige Consumption Value and Price Perception", Korean Design Forum, Vol. 33, pp. 145-159, 2011. DOI: http://dx.doi.org/10.21326/ksdt.2011..33.013
  4. SJ. Kim, HJ. Kim, "The Impact of Consumption Value on the Attitude toward Luxury Brand's Real Goods and Counterfeiting," Journal of Consumption Culture, Vol. 16, No. 4, pp. 129-142, 2013. DOI: http://dx.doi.org/10.17053/jcc.2013.16.4.006
  5. HJ. Park, SH. Park, "Fashion and Beauty Involvement According to a Conspicuous Consumption Tendency", Journal of the Korean Society of Clothing and Textiles, Vol. 35, No. 1, pp. 77-88, 2011. DOI: http://dx.doi.org/10.5850/JKSCT.2011.35.1.077
  6. Mckinsey, "2010 Korean Luxury Brand Consumer Survey", Shindonga, 2010.09.24. http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=101&oid=262&aid=0000003895.
  7. J. Kwak, "Chinese, One Third of Luxury Market in the World", Chinese Economy EconoNews, 2017.11.30. http://www.econonews.co.kr/news/articleView.html?idxno=13327.
  8. J. Chae, E. Rhee, "Attitude and Purchase Frequency toward Foreign Luxury Goods related to Age and Social Stratification Variables", Journal of the Korean Society of Clothing and Textiles, Vol. 29, No. 6, pp. 885-895, 2005.
  9. JM. Yoo, "The Impact of Counterfeiting on the Consumers' Attitude toward Luxury Brand: Comparison Study between Genuine-Item Consumers vs. Counterfeit-Item Consumers", Journal of Consumer Studies, Vol. 22 No. 2, pp. 113-137, 2011.
  10. JY. Park, YS. Kim, "A Study on University Students' Purchase Experience and Repurchase Intention for Masstige", Journal of Consumption Culture, Vol. 11 No. 4, pp. 113-130, 2008. DOI: http://dx.doi.org/10.17053/jcc.2008.11.4.006
  11. MS. Kim, SK. An, "Brand Awareness, Attributes and Purchase Behaviors for Luxury Products in the Age of Luxury", The Research Journal of the Costume Culture, Vol. 18, No. 17, pp. 133-149, 2010. https://doi.org/10.29049/rjcc.2010.18.1.133
  12. SH. Choi, "A Study on the Attitude toward Fashion Luxury Products", The Research Journal of the Costume Culture, Vol. 9, No. 6, pp. 842-854, 2001.
  13. YS. Sung, JR. Lee, RR. Shin, YK Jung, "Consumer's Response to the Luxury and Non-luxury Brand Logo: Perceptional, Recognitional, Emotional Response by fMRI", The Korean Journal of Advertising, Vol. 15, No. 4, pp. 249-276, 2004.
  14. A. Nia, L. Zaikowsky, "Do Counterfeit Devalue the Ownership of Luxury Brand?", Journal of Product & Brand Management, Vol. 9, No. 7, pp. 485-497, 2000. DOI: http://dx.doi.org/10.1108/10610420010351402
  15. JY. Rha, KC. Rhee, JS. Yeo, R. Kim, S. Jun, "Counterfeit Consumption in Korea: Who Buys What, and Why?", Journal of Consumer Studies, Vol. 21, No. 1, pp. 273-298, 2010.
  16. GN. Lee, SY Shin, "Purchase Behaviors on Imported Fashion Luxury Brand's Bag according to the Types of Consumption Values of Female Consumers in 20's and 30's", Journal of the Korean Society Clothing Industry, Vol. 14, No. 4, pp. 554-566, 2012. DOI: http://dx.doi.org/10.5805/KSCI.2012.14.4.554
  17. MJ. Silverstein, N. Fiske, "Luxury for the Masses", Harvard Business Review, 2003.
  18. JY. Park, YS. Kim, "A Study on University Students' Purchase Experience and Repurchase Intention for Masstige", Journal of Consumption Culture, Vol. 11, No. 4, pp. 113-130, 2008.
  19. J. Suh, "New Consumption Trend-New Luxury Masstige", Journal of Distribution, Vol. 3, No. 113, pp. 110-113, 2004.
  20. JN. Sheth, BI. Newman, BL. Gross, "Why We Buy What We Buy: A Theory of Consumption Values", Journal of Business Research, Vol. 22, No. 2, pp. 159-170, 1991. DOI: http://dx.doi.org/10.1016/0148-2963(91)90050-8
  21. T. Veblen, The Theory of the Leisure Class, NY: The Macmillan, 1999, p. 21.
  22. R. Mason, "Conspicuous Consumption: A Literature Review", European Journal of Marketing, Vol. 18, No. 3, 1984. DOI: http://dx.doi.org/10.1108/EUM0000000004779
  23. DJ. Mun, W. Hur, "A Study on Building Luxury Brand Image through Culture Marketing: Focusing on the Types of Luxury Brand Image and the Roles of Culture Marketing", The Korean Journal of Advertising, Vol. 17, No. 2, pp. 59-82, 2006.
  24. G. Shin, Y. Ku, S. Choi, "The Study on the Influence of Consumers' Value that Affects Brand Charisma, Brand Attitude and Purchase Intention: With Relevance to Masstige Brand", Journal of the Korean Society for Quality Management, Vol. 39, No. 4, pp. 486-499, 2011. DOI: http://dx.doi.org/10.7469/JKSQM.2011.39.4.486
  25. J. Park, "Success Factors for Masstige Marketing", LG Weekly Economics, 2004.7.
  26. OM. Pak, SC Rhee, "Masstige Phenomenon Appeared on Contemporary Textiles & Fashion Brand", Journal of the Korean Society of Fashion & Beauty, Vol. 4, No. 1, pp. 4-11, 2006.
  27. X. Bian, L. Moutinho, "An Investigation of Determinants of Counterfeit Purchase Decision", Journal of Business Research, Vol. 62, No. 3, pp. 368-378, 2009. https://doi.org/10.1016/j.jbusres.2008.05.012
  28. I. Phau, M. Teah, A. Lee, "Targeting Buyers of Counterfeits of Luxury Brands: A Study on Attitudes of Singaporean Consumers", Journal of Targeting, Measurement and Analysis of Marketing, Vol. 17, No. 1, pp. 3-15, 2009. https://doi.org/10.1057/jt.2008.25
  29. J. Barnett, "Shopping for Gucci on Canal Street: Reflections on Status Consumption, Intellectual Property and the Incentive Thesis", Virginia Law Review, Vol. 91, No. 6, pp. 1381-1423, 2005.
  30. KS. Jeon, HJ. Park. "Susceptibility to Global Consumer Culture: Scale Validation and Relationships with Consumer Susceptibility to Interpersonal Influence and Attitude toward Purchasing Global Fashion Brands", Journal of the Korean Society of Clothing and Textiles, Vol. 33, No. 9, pp. 1419-1429, 2009. DOI: http://dx.doi.org/10.5850/JKSCT.2009.33.9.1419
  31. J. Choi, YS. Choi, "Analysis of Comptitive Effects of Attitudes toward Private Brand and National Brand on Purchase Intentions", Journal of Commodity Science and Technology, Vol. 27, No. 4, pp. 69-80, 2009.
  32. JC. Nunnally, IH. Bernstein, Psychometric Theory (3rd ed.), NY: McGraw-Hill, 1994.
  33. JF. Hair, RE. Anderson, RL. Tatham, WC. Black, Multivariate Data Analysis, Prentice Hall 5th edition New Jersey.