earticle

영어

Although consumers recognize the social, economic and cultural damage caused by their knock-off purchasing, this unethical buying behavior has been constantly increasing. As the reproducing techniques are advancing rapidly, the low prices of knock-offs and their diversity in design are soliciting consumers. Based on the assumption that knock-off purchasing is greatly influenced by individuals' subject evaluation on knock-offs, we attempt to find out how consumers' buying manner and intention is influenced by their subjective evaluation on knock-offs. In so doing, we conducted a survey for Korean and Chinese college students residing in Busan, and analyzed their behavior characteristics. The findings from the survey analysis include: (1) most of the respondents have purchased fashion brand knock-offs, and Chinese students purchase more knock-offs than Korean students; (2) Five factors of subjective evaluation on fashion brand knock-offs (dissatisfaction, satisfaction, diversity in design, recognition by others, and price) were derived, and six factors of knock-off purchasing manner (approval of knock-off purchasing, uniqueness, credibility, vogue, face-saving and subjectiveness) were derived; (3) In the subjective evaluation on international knock-offs, the factors of ‘satisfaction’, ‘recognition by others’ and ‘price’ were more influential whereas in the purchasing manner, the factors of ‘knock-off purchasing’, ‘uniqueness’, ‘credibility’, and ‘face-saving’ were more influential.