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Determinants of Purchasing Counterfeit Luxury Brands  

Park, Hye-Jung (Dept. of Liberal Arts, Korea Polytechnic University)
Jeon, Kyung-Sook (Division of Apparel & Fashion Business, Hansung University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.30, no.2, 2006 , pp. 286-295 More about this Journal
Abstract
The purpose of this study was to identify the determinants of purchasing non-deceptive counterfeit luxury brands. As determinants, this study exmained subject-related variables(consumer ethnoncetrism and attitude toward counterfeit), product-related variable(similarity with originals), and social influence(social recognition by others). Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 323 questionnaires were used in the statistical analysis. In analyzing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Results showed that consumers' attitudes toward counterfeits significantly influenced their attitudes toward purchasing counterfeit luxury brands which directly influence purchasing frequency of counterfeit luxury brands. Consumers who evaluated the counterfeit more similar to the originals had more positive attitudes toward purchasing counterfeit luxury brands. The results show why consumers have increasing demands for counterfeits and the implications for anti-counterfeit business are suggested.
Keywords
Counterfeit; Consumer ethnocentrism; Attitude toward counterfeit;
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