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http://dx.doi.org/10.5392/JKCA.2018.18.02.081

Effects of China Online Market Counterfeit Products Message on Purchase Intention  

Shuge, Cui (전남대학교 경영학과)
Kim, Myung-Jin (전북과학대학교 산학협력단)
Publication Information
The Journal of the Korea Contents Association / v.18, no.2, 2018 , pp. 81-91 More about this Journal
Abstract
A counterfeit product is a product that pretends to be a genuine product by pretending to be false. It can also be called a counterfeit product. This study attempts to investigate how such illegal floods of counterfeit goods affect online shopping consumers. In addition, the accessibility of various product reviews on the internet is increasing, and the product reviews are divided into positive and negative reviews, affecting the information that the customer has already, and the influence of the information acceptance on the purchase intention depending on the product involvement Respectively. Therefore, the focus of this study was to examine whether the information presentation about counterfeit products affects consumers' purchase intention, review direction (positive / negative), and involvement (high / low) control the information about counterfeit products. Therefore, this study has shown that it provides a marketing strategy to increase the intention to purchase products and products in online companies and stores in a situation where information about counterfeits is exposed to online consumers in China market.
Keywords
Counterfeit Products; Message; Online Reviews; Involvement; Moderating Role;
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Times Cited By KSCI : 2  (Citation Analysis)
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