• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.12
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• pp.1466-1476
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• 2011

This study explores if consumer perceptions about genuine luxury fashion merchandise are affected by the presence of counterfeits. A total of 504 consumers participated in an online survey. First, respondents were asked to indicate whether or not they agreed that counterfeits negatively affect genuine luxury fashion brands and to provide reasons for their responses. Approximately 57% replied that counterfeit goods negatively affect the image of genuine luxury fashion brand goods. The main reason mentioned was that counterfeit products damage the producer/copyright holder of genuine products, as well as the national economy; they believed that it damaged the genuine luxury brands' image due to the luxury goods becoming less rare; however, 43% of respondents stated that counterfeits did not negatively affect genuine luxury fashion brands. Thus, counterfeit availability reflects that a brand is renowned and popular in a market where consumers can recognize genuine luxury fashion products from counterfeits. Second, the respondents were asked about specific luxury fashion brands and indicated that seeing counterfeits did not negatively affect genuine luxury fashion brands' value, brand reputation or satisfaction of ownership. The majority of respondents disagreed that the availability of counterfeits negatively affects the value, reputation and satisfaction of owning original luxury brands.

• The Research Journal of the Costume Culture
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• v.17 no.2
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• pp.189-202
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• 2009

The purpose of this study was to examine the effect of social-face sensitivity, conspicuous consumption, and preference of luxury fashion goods on purchasing behavior of fashion counterfeits. The questionnaire was administered to 600 women in their teens to thirties in Gwangju. The data from 519 participant were analyzed using the SPSS 14.0 Package. Frequency, factor analysis, regression analysis and path analysis were used to analysis the data. The results indicate that social-face sensitivity, conspicuous consumption and the preference of luxury fashion goods has significant effect on purchasing behavior of fashion counterfeits respectively. The direct effect of social-face sensitivity on purchasing behavior of fashion counterfeits was somewhat stronger than the indirect effect of social-face sensitivity on purchasing behavior of fashion counterfeits through conspicuous consumption and preference of fashion luxury goods.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.11
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• pp.1438-1447
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• 2004

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.

• The Research Journal of the Costume Culture
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• v.23 no.2
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• pp.310-325
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• 2015

The market for counterfeit luxury fashion goods is proliferating across the globe. In an effort to provide some insight into this phenomenon, this study aimed to identify the antecedents of attitudes toward counterfeits of luxury fashion goods. As antecedents, counterfeit proneness and attitudes toward counterfeiting were considered. It was hypothesized that counterfeit proneness not only influences attitudes toward counterfeits of luxury fashion goods directly but also indirectly through attitudes toward counterfeiting. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the hypothesized model suggest that the model fits the data well. Factor analysis revealed that counterfeit proneness and attitudes toward counterfeits of luxury fashion goods were uni-dimensional and that attitudes toward counterfeiting were two dimensional, which are 'normatively less susceptible' and 'value conscious'. Test of the hypothesized path showed that counterfeit proneness influences attitudes toward counterfeits of luxury fashion goods indirectly through the two factors of attitudes toward counterfeiting. The results suggest some implications for anti-counterfeit businesses.

• Journal of Fashion Business
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• v.13 no.3
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• pp.40-48
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• 2009

Counterfeiting is a fast growing market worldwide. The purposes of this study were to examine adolescents' attitudes toward counterfeits, their ethical beliefs, and reference group influence on purchasing counterfeits. Two hundred thirteen high school students in Seoul and subside, South Korea, voluntarily participated in the study. As the results, approximately 30% of the adolescents had purchased counterfeits. Also, the adolescent buyers of counterfeits tended to purchase counterfeit goods as more alternative of genuine products than non-buyers, and did have more positive feeling toward counterfeits than non-buyers of counterfeits. In addition, adolescent buyers of counterfeits had lower consumer ethics than non-buyers. Finally, adolescents who have purchased counterfeits were more influenced by their peer group than those who have not. The findings would benefit marketers and educators in understanding of adolescents' purchasing counterfeit products, and contribute to develop strategies regarding counterfeits. Based on these results, some strategies for marketers and educators would be suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.475-485
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• 2007

The purposes of this study were to examine attitudes toward countefeits among fashion luxury brand consumers, and to investigate the influences or effects of brand loyalty on purchasing frequency of fashion luxury brand and the effects of brand loyalty on attitudes toward counterfeits. The subject used for this study were 214 female consumers who have purchased fashion luxury brand products. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used. As the results, first, the brand loyalty were classified into three factors; enduring brand loyalty, symbolic brand loyalty and famous brand loyalty. Second, the attitudes toward counterfeit was composed of four factors; comparison with genuine goods, counterfeits as alternative, approval of counterfeits purchase, and illegality of counterfeit manufacturers. Third, purchasing frequency significantly influenced on the attitudes toward counterfeits finally, higher brand loyalty group had more negative attitudes and lower purchasing intention toward counterfeits than other groups. Based on these results, prevention marketing strategies of counterfeit goods would be provided.

• Korean Journal of Human Ecology
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• v.16 no.1
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• pp.103-110
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• 2007

The purposes of this study were to investigate the effect of materialism and conspicuous consumption on purchase of fashion luxury goods and counterfeits, and demographic variables' effect on these fashion purchase behaviors. For this study, 386 women aged over 20 were surveyed. The data were analyzed with frequency, factorial analysis, multiple regression analysis, ANOVA, etc., using the SPSS 10.0. The results of this study included; 1) The materialism was divided three factors: 'Pursuing of Happiness', 'Pursuing of Possession' and 'Disinterest of Possession'. 2) The conspicuous consumption was divided two factors: 'Pursuing of Recognition' and 'Pursuing of Fashion'. 3) The purchasing of fashion luxury goods was positively affected by 'Pursuing of Recognition' and 'Pursuing of Fashion' which were the conspicuous consumption factors. And the purchase of fashion counterfeits was affected positively by 'Pursuing of Happiness' and 'Disinterest of Possession', which were the materialism factors, and by 'Pursuing of Fashion', which was the conspicuous consumption factor. And 4) Age and income affected the purchase of fashion luxury goods and counterfeits.

• The Korean Journal of Community Living Science
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• v.24 no.4
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• pp.517-536
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• 2013

The purpose of this research was to examine the trend of women consumption value and attitude on luxury goods and to analyse the relations between the behavior of purchasing luxury goods and satisfaction of consumers who buy luxury items. A total of 548 questionnaires were obtained in July and August 2011 from female respondents in their 20s to 40s who have bought at least one luxury item in the last 3 years. Collected data was analysed with factor analysis, t-test, ANOVA, Duncan's test, and multiple regression in SPSS. The research results are summarized as follows: First, household income and personal expenditure were main factors in determining substantial differences in attitudes towards luxury goods and counterfeits. Second, the difference in frequency of buying luxury items was decided by household income, and expenditure and purchase cost, which varied based on age, education, occupation, household income, and expenditure. Third, both the younger consumers with more household income and expenditure and consumers with positive attitude towards luxury items but negative attitude towards the counterfeits purchased the luxury goods more frequently than those who are older with less incomes and expenditures. Fourth, consumers with more incomes and expenditures along with negative attitude towards the counterfeits spent more money on the luxury items. Consumers with less personal ostentation but with great pleasure consumption value for luxury goods spent more money on luxury goods. Fifth, the satisfactions of purchasing luxury goods were influenced by following variables such as positive attitudes toward luxury goods, ostentation, enjoyment and quality in consumption value.

• Journal of Fashion Business
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• v.8 no.5
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• pp.41-59
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• 2004

The purpose of this study is to analyze consumers' purchase behavior for the counterfeits of fashion luxury brands. The research method of the study used a naturalistic approach. The first participant observation was carried out in the internet sites in order to collect the data on the purchase behavior for counterfeits; and the second participant observation was applied in the Dongdaemun shopping mall, Namdaemun shopping mall and Itaewon shopping mall; finally 6 informants were selected and then an interview was held with them. The results of the study are as follows; 1. The reasons for the first purchase of counterfeits are variously shown according to life stages, and the repetitive purchase behavior is influenced by the degree of satisfaction for the first purchase. The information collection for counterfeits is widely made through various media, and especially the information collection is active and positive in the case of planned purchase but it is passive and negative in the case of unplanned purchase. 2. The most important criteria in purchasing counterfeits is the degree of similarity with luxury brands and other criteria include price, design, utility etc. The majority of purchase items is not clothing but miscellaneous goods which are more similar in terms of design and quality. The purchase of counterfeits is made by impulse purchase but the purchase of luxury brands is made by planned purchase. 3. The rationalization mechanism for the purchase of counterfeits is observed in all informants, which is a sort of defence mechanism for avoiding a guilty conscience to buy illegal goods.

• International Commerce and Information Review
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• v.15 no.3
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• pp.65-86
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• 2013

The purpose of this study compare the difference between purchaser of counterfeit goods and non-purchaser about how self-esteem and conformity influence upon purchase intention of luxury counterfeits goods. Until existing research on purchase intention of luxury counterfeit goods have focused on the consumers' sense of superiority such as conspicuous consumption, hedonic consumption and symbolic consumption. This thesis, however, has focused on individual's psychological variables such as self-esteem and influence of reference group. The results are as follows. The purchaser of counterfeit goods tend to depend on others heavily and show a high purchase intention. On the other hand, the non-purchaser with high self-esteem are less inclined to buy counterfeit goods, and purchase intention level will also be lowed down. This thesis tries to support the assumption that personal psychological difference exist between purchaser and non-purchaser, and this result seems to correspond with the preceding studies.