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중국소비자들의 위조명품브랜드 구매의도에 영향을 미치는 요인: 가시성(visibility)과 지각된 위험의 조절효과

The Factors Affecting of Chines’Consumers on Counterfeit Luxury Brand Purchase Intention: Focusing on the Moderating Effects of Product Visibility and Perceived Risk

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주제분류기타사회과학

초록

본 연구는 중국소비자들을 대상으로 사회적 요인, 제품 요인, 개인적 요인들이 명품위조품에 대한 태도를 매개변수로 위조품 구매의도에 미치는 영향을 살펴보았다. 이 관계에서 위조품이 다른 사람이 잘 볼 수 있는 공적제품인지 잘 볼 수 없는 사적제품인지(즉 가시성)의 조절효과를 분석하였다. 또한, 위조품에 대한 태도와 구매의도 간의 관계에서 지각된 위험의 조절역할을 검증하였다. 이를 위해 337명의 중국소비자들을 대상으로 조사하여 분석하였다. 분석 결과는 첫째, 제품 요인, 개인적 요인이 위조품에 대한 태도에 영향을 미치는 것으로 나타났으며, 위조품에 대한 태도는 구매의도에 정적인 영향을 미치는 것으로 나타났다. 둘째, 위조품에 대한 태도의 매개효과를 검증한 결과 제품 요인, 개인적 요인과 구매의도 간의 관계에서 위조품에 대한 태도의 매개효과가 있는 것으로 밝혀졌다. 셋째, 사회적 요인, 제품 요인, 개인적 요인과 위조품에 대한 태도 간의 관계 및 위조품에 대한 태도와 구매의도 간의 관계에서 제품의 가시성에 따라 정보적 민감성, 위조품의 가격, 개인적 진실성이 유의한 조절효과가 있는 것으로 나타났다. 마지막으로, 위조품에 대한 태도와 구매의도 간의 관계에서 사회적 위험과 성능적 위험의 조절효과를 검증한 결과 사회적 위험만 조절효과가 있는 것으로 나타났다.

Abstract

This study firstly proves how factors affect Chinese customers purchase intention through mediator variable attitude towards counterfeits. And this study investigates the moderating effect of products types classified with product visibility (public/private counterfeits). Lastly it examines the moderating effect of perceived risk between the relationship of attitude towards counterfeits and purchase intention. For this purpose, we collected data from 337 Chinese customers by carrying out questionnaire surveys. Analysis results show that firstly, product factors and personality factors has effects on attitude towards counterfeits, attitude towards counterfeits were shown to have a positive effect on purchase intention. Secondly, the analysis of mediating effect on attitude towards counterfeits shows that attitude towards counterfeits have mediating effects between product factors, Personality factors and purchase intention. Thirdly, the types of products classified with product visibility (public/private counterfeits) plays a significant moderating role between information susceptibility, counterfeits price, personal integrity and attitudes towards counterfeits. Finally it confirmed that the social risk has moderating effect between attitude towards counterfeits and purchase intention, while the performance risk doesn't have moderating effect.

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