명품 이미테이션 소비자 구매행동에 관한 연구 : 사회적 위험 조절효과
A Study on The Consumer Buying Behavior of Imitation Luxury Goods
v, 67 p.
명품이미테이션 소비자 구매행동 사회적위험;
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With the development of China's economy, its luxury market has grown quickly at the same time. The imitation market also has grown due to a drastic economic boom. Chinese imitation products have become traded on an international scale. In order to identify what kinds of influence buying motives (utilitarian value, hedonic value, price-sensitivity, conspicuous consumption, collectivism) have on purchase intention for imitation products, six hypotheses were established. The results of this study reveal that price sensitivity, conspicuous consumption, and collectivism do not have an influence on purchase intention. Along with the enhancement of ethical standards, increased national income and consumption allow consumers to afford the price for genuine products. On the contrary, consumers' interest on imitation is decreasing. The individualistic disposition of modern consumers is getting stronger. However, collectivism has become relatively weaker in shopping environment.