Consumer’s Attitudes toward Fashion Counterfeits and Counterfeit Purchase Intentions - A Comparison between U.S. and Korean Consumers

Consumer’s Attitudes toward Fashion Counterfeits and Counterfeit Purchase Intentions

&nbsp;&nbsp;The purpose of this study is to examine and compare the effects of consumer&quot; attitudes toward fashion counterfeits and counterfeit purchase intentions in the U.S. and Korea. The data were collected via survey. Convenience sample of undergraduate students enrolled at large universities in a metropolitan area in the U.S. and Korea were recruited for this research. A total of 193 responses from the U.S. sample and 230 responses from the Korean sample were used for data analysis.<BR>&nbsp;&nbsp;Factor analysis revealed five factors of consumers attitudes toward fashion counterfeits and these were labeled psychological uncertainty, economic uncertainty, and return-related uncertainty, and pro-counterfeit attitude.<BR>&nbsp;&nbsp;Compared to the non-purchasers, respondents&quot; who had purchased fashion counterfeit goods have more positive attitudes toward fashion counterfeit and tend to have higher intention to make future purchase of fashion counterfeits. Compared to the US respondents, Korean respondents tended to have positive attitudes toward fashion counterfeits and have higher intention to purchase fashion counterfeits for oneself as well as for others.<BR>&nbsp;&nbsp;For the U.S. respondents, return-related uncertainty was negatively (p＜.01) and pro- counterfeit opinion is positively related to the future intentions to purchase fashion counterfeit products (p＜.001). For the Korean respondents, psychological uncertainty is negatively (p＜.001) and pro-counterfeit opinion is positively related to the future intentions to purchase fashion counterfeit products (p＜.001).