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Consumer attitudes and purchase intentions toward fashion counterfeits: Moderating the effects of types of counterfeit goods and consumer characteristics

고은주|고재윤|Christine Kim
한국마케팅과학회 (Korean Scholars of Marketing Science)|2016.01|Journal of Global Fashion Marketing|제7권 제1호|pp. 15-29|DOI 10.1080/20932685.2015.1105109

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참고문헌

키워드

purchase intentionfashion designlegal protection消费者态度Consumer attitudefashion counterfeits时尚仿冒品时尚设计法律保护购 买意图
주제분류경영학

초록

Designers’ creative rights must be protected in terms of intellectual property rights, but current legal protections for fashion design are insufficient. The fashion market is rife with counterfeit goods. In this study, we (1) examine consumer attitudes toward counterfeit goods as they affect purchase intentions, (2) identify differences between consumer attitude and purchase intention by types of counterfeit goods (TCG; including design and trademark piracy), and (3) measure consumer characteristics – purchase experience of luxury goods (PELG), purchase experience of counterfeit goods (PECG), nationality, and level of legal knowledge (LLK) – as they moderate attitude and purchase intention. The study shows that consumer attitude toward counterfeit goods affect s purchase intention. TCG has a partially moderating effect between attitude and purchase intention. All consumer characteristics except PECG can moderate attitude and purchase intention. Korean consumers have a high LLK about fashion design protection and negative attitudes toward counterfeit goods, but in reality willingly buy counterfeit goods. To bridge the gap between perception and reality, consumers must be educated to know that they should only purchase legal brands. In addition, legislation and law enforcement must be strengthened.

Abstract

Designers’ creative rights must be protected in terms of intellectual property rights, but current legal protections for fashion design are insufficient. The fashion market is rife with counterfeit goods. In this study, we (1) examine consumer attitudes toward counterfeit goods as they affect purchase intentions, (2) identify differences between consumer attitude and purchase intention by types of counterfeit goods (TCG; including design and trademark piracy), and (3) measure consumer characteristics – purchase experience of luxury goods (PELG), purchase experience of counterfeit goods (PECG), nationality, and level of legal knowledge (LLK) – as they moderate attitude and purchase intention. The study shows that consumer attitude toward counterfeit goods affect s purchase intention. TCG has a partially moderating effect between attitude and purchase intention. All consumer characteristics except PECG can moderate attitude and purchase intention. Korean consumers have a high LLK about fashion design protection and negative attitudes toward counterfeit goods, but in reality willingly buy counterfeit goods. To bridge the gap between perception and reality, consumers must be educated to know that they should only purchase legal brands. In addition, legislation and law enforcement must be strengthened.

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