명품브랜드 선호도 유형에 따른 위조브랜드 품질과 구매의도 간의 관계에 대한 연구
분야
사회과학 > 경영학
저자
손종원 ( Zhong Yuan Sun ) , 장석주 ( Seog Ju Chang )
발행기관
한국품질경영학회
간행물정보
품질경영학회지 2013년, 제41권 제3호, 337~353페이지(총17페이지)
파일형식
23403825.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    Purpose: As there are more cases of forged brands, change of awareness is urgently required at the gov-ernmental, corporate and consumer levels. Therefore. this study aims to positively analyze the correlation between forged brand quality and purchase irueruions perceived by consumers based on types of preference of luxury brands. Methods: In order to achieve the above purpose. this study derived a model of causal relationships among the forged brand quality, preference of typified Iuxury brands, and purchase intentions. SPSS 20.0 was applied for data processing. Frequency analysis ad descriptive statistical analysis were conducted for basic data and measurement tools were verified through feasibility and reliability analyses. Multiple regression analysis was conducted to verify the hypotheses. Results: Based on the results. only utilitarian quality positively (+) affected non-intrinsic preference while its impact on intrinsic preference was negative (-). On the other hand. hedonic quality was significantly positive (+) but the impact was not significant. Both utilitarian and hedonic qualities had significantly positive (+) impacts on the intentions to purchase forged brands with the impact of hedonic quality relatively higher. Conclusion: These results clarified that the overall consumption of Korean consumers had not entered its maturity, yet. Also. Korean consumers regard forged brands as alternatives to luxury brands mostly because of hedonic quality. As hedonic quality is added. Korean consumers` purchase intentions became higher. Based on these results, this study suggested the measures to be taken for the country to develop into an advanced country in the luxury market which is becoming more global and overcome the barrier of its old trend in imitation at the four levels of manufacturers. distributors. government, and consumers.
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