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How do moral judgment and saving face interact with positive word–of–mouth regarding counterfeit luxury consumption?

Changju Kim|Mai Kikumori|Aekyoung Kim|Jungkeun Kim
한국마케팅과학회 (Korean Scholars of Marketing Science)|2024.03|Journal of Global Fashion Marketing|제15권 제2호|pp. 253-269|DOI 10.1080/20932685.2023.2234919

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키워드

word-of-mouthsocio-psychological approachmoral judgmentsaving faceCounterfeit luxury goods
주제분류경영학

초록

This study empirically investigates the combined effects of social factors such as word-of-mouth (WOM) and individual psychological factors such as moral judgment and saving face on consumers’ purchases of counterfeit luxury goods. Using a snowball sampling method, we gathered data from 257 Chinese consumers who had purchased counterfeits and tested our hypotheses using a hierarchical multiple regression model. We found that positive WOM and moral judgment increased counterfeit luxury purchases. Interestingly, saving face was found to mitigate the impact of positive WOM on counterfeit luxury purchases. This study contributes to the existing body of knowledge on consumer behavior regarding counterfeit luxury purchases by introducing innovative insights and proposing new moderating predictions related to moral judgment and saving face. Additionally, the findings have practical implications for global luxury companies, enabling them to devise effective marketing and communication strategies that dissuade consumers from buying counterfeits. In particular, the study emphasizes the importance of considering saving face from a cultural standpoint to discourage counterfeit purchases.

Abstract

This study empirically investigates the combined effects of social factors such as word-of-mouth (WOM) and individual psychological factors such as moral judgment and saving face on consumers’ purchases of counterfeit luxury goods. Using a snowball sampling method, we gathered data from 257 Chinese consumers who had purchased counterfeits and tested our hypotheses using a hierarchical multiple regression model. We found that positive WOM and moral judgment increased counterfeit luxury purchases. Interestingly, saving face was found to mitigate the impact of positive WOM on counterfeit luxury purchases. This study contributes to the existing body of knowledge on consumer behavior regarding counterfeit luxury purchases by introducing innovative insights and proposing new moderating predictions related to moral judgment and saving face. Additionally, the findings have practical implications for global luxury companies, enabling them to devise effective marketing and communication strategies that dissuade consumers from buying counterfeits. In particular, the study emphasizes the importance of considering saving face from a cultural standpoint to discourage counterfeit purchases.

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관련 논문AI추천

Are the Impacts of Counterfeit Luxury Goods on Original Luxury Brands Good or Bad in the Chinese Market?김창주, 손정화, Rui LeAcademy of Asian Business (AAB) · Academy of Asian Business Review2016 · 제2권 제1호A geo-cultural approach to the purchase decision of counterfeit luxury brands in China김주호, 윤성준한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2021 · 제31권 제1호“It’s a dupe, not a counterfeit!” an exploration of motives for dupe consumption motives안정용한국마케팅학회 · 아시아마케팅저널2026 · 제27권 제4호한중 소비자들의 위조품 구매의도에 미치는 요인에 관한 실증연구김완민, 배상욱, 張雲飛동북아시아문화학회 · 동북아 문화연구2017 · 제1권 제53호Influence of Moral View and Other Variables on Purchase Intentions Concerning Fashion Counterfeits이세희, Kim K. P. Johnson한국패션비즈니스학회 · 패션 비즈니스2014 · 제18권 제6호체면 민감성, 과시 소비 성향, 패션 명품 선호도가 패션 명품 복제품의 구매 행동에 미치는 영향김혜진, 정명선복식문화학회 · 복식문화연구2009 · 제17권 제2호

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