진품과 복제품 구매의도 -패션 명품을 중심으로-
Purchasing Intentions toward Originals and Counterfeits -Foreign Fashion Luxury Brands-
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다운로드
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참고문헌
초록
Abstract
The purpose of this study was to classify the clusters based on two behavioral intentions toward purchasingoriginals and counterfeits of foreign fashion luxury brands and to examine the diferences in personality characteristicsand demographics. This study included atitude toward counterfeit, consumer ethnocentrism, materialism, and ned foruniqueness as personality characteristics and gender, monthly household income, and pocket money as demographics.Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and320questionnaires were used in the statistical analysis. In analyzing data, cluster analysis, x-test, and One-way ANOVAwere conducted. As a result of the cluster analysis based on two behavioral intentions toward purchasing originals andaccording to the purchasing intention clusters. x-tests also showed there were significant diferences between the numberof male and female subjects in each of the four clusters. Females are significantly more represented than females in allfour clusters.
참고문헌 (43)
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