패션 複製品 購買實態및 購買意圖에 關한 硏究: 韓ㆍ美消費者比較

Abstract

The purpose of this study was to examine fashion counterfeit purchasing behavior and purchasing intention among Koreans and Americans. 486 female college students were surveyed for this study. For data analysis, descriptive statistics, χ2-test, and t-test were used. As the results, generally Korean consumers had purchased more fashion counterfeits than American consumers. There were significantly differences between two groups on 5 fashoin brand counterfeits. That is, handbag of PRADA or LOUIS VUITTON, shoes of Ferragamo, or Gucci, clothing of DKNY, PRADA, or CK, sunglass of Gucci or Channel, and accessories of Agatha, Cartier, or Tiffany were purchased by Korean consumers much more than by U.S consumers. Also, Koreans had more higher purchasing intentions toward fashion counterfeits than Americans except clothing. Based on these results, fashion marketing would be suggested.