중국 신세대 소비자의 명품과 복제품 브랜드 구매의도에 대한 사회적 동기 및 개인적 동기의 영향

• 영문명: The Influence of Social and Personal Motivations on the Purchase Intention of Luxury and Counterfeit Brands by Chinese New Generation Consumers
• 발행기관: 한국무역연구원
• 저자명: 인샤오롱(Xiao-Long Yin) 김형준(Hyung-Jun Kim)
• 간행물 정보: 『무역연구』제14권 제4호, 319~338쪽, 전체 20쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2018.08.23

영문 초록

The research demonstrates how the social motivations (specifically, conspicuous, materialism, Mianzi) and personal motivations (specifically, self-gift, need for uniqueness, quality seeking) of Chinese new generation consumers influence their purchase intention of luxury brands and counterfeit brands. An online survey focusing on the Chinese new generation consumers was implemented, which was aggregated to 332 with a validity rate of 92.2%. Using SAS 9.4 and Amos 24, hypotheses were tested using multiple regression and stepwise regression model and path analysis model. The results showed that social-adjustive attitude and value-expressive attitude played an important mediating role between social motivations and personal motivations and the purchase intention toward luxury brands, respectively. On the contrary, relative to luxury goods, social-adjustive attitudes were positively related to the buying intention of counterfeit goods, but value-expressive function has no effect on the purchase intention of counterfeit goods. This study contributes to the literature in terms of a new psychological framework for the purchase of luxury brands by Chinese new consumers; compared to counterfeit goods; to help predict Chinese future luxury market trends.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 가설과 모형

Ⅳ. 실증 연구 및 연구 가설의 검증

Ⅴ. 연구결과 및 가설 검증

키워드

Counterfeit Goods Functional Theory of Attitude Luxury Brands Motivation New Generation