Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Ethical Ideologies on the Korean Consumers' Perceptions and Purchase Intentions of Fashion Counterfeits

소비자의 윤리의식이 패션복제품에 대한 인식 및 구매의도에 미치는 영향

  • Published : 2007.12.31
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Abstract

This study examined the relationship between consumers' ethical ideologies and consumers' perceptions of fashion counterfeits. Forsyth's Ethics Position Questionnaire(EPQ) measuring consumers' ethical ideologies-- idealism and relativism -- was used. College students enrolled at a large university in a metropolitan area participated(N=314). There were no significant differences between counterfeit purchasers and non-purchasers on their ethical ideologies, while there were significant differences between these two groups on their perceptions toward two of the perceptions toward counterfeit factors: economic and psychological uncertainty. Idealism was not significantly related to participants' perceptions toward fashion counterfeit, while relativism was positively related only to participants' perceptions concerning the return-related uncertainty of fashion counterfeits. The results of a multiple regression revealed that consumers' economic, psychological, and return-related uncertainty were significant predictors of intent to buy counterfeit goods.

본 연구는 소비자의 윤리의식이 패션복제품에 대한 소비자의 인식과 구매의도와의 관계를 살펴보았다. Forsyth(1980)의 Ethics Position Questionnaire(EPQ)를 이용하여 소비자의 윤리의식를 이상주의와 상대주의로 측정하여 연구에 사용하였다. 설문지법을 이용하여 대도시에 거주하는 대학생을(N=314)대상으로 조사한 결과, 약 66%가 패션복제품 구매경험이 있는 것으로 나타났다. 소비자의 복제품에 대한 인식은 경제적, 심리적, 기능적, 반품관련 불확실성 측면에서 살펴보았다. 소비자의 패션복제품 구매자와 비구매자간에 윤리의식 측면에서 유의한 차이는 없었으며, 일반적으로 패션복제품 구매경험자들은 복제품에 대해 경제적인 측면과 사회적인 측면에서 미경험자에 비해 긍정적으로 인식하고 있는 것으로 나타났다. 소비자 윤리의식 중에서 이상주의는 소비자의 패션복제품 인식과 유의한 관계가 없는 것으로 나타났으며, 상대주의는 반품관련 불확실성에서만 유의한 영향을 미치는 것으로 나타났다. 소비자들이 지각하는 복제품의 경제적, 심리적, 반품관련 불확실성이 복제품 구매의도에 유의한 영향을 미치는 것으로 나타났다.

Keywords

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