The Influence of Logo Exposure in Purchasing Counterfeit Luxury Goods Focusing on Consumer Values
The Influence of Logo Exposure in Purchasing Counterfeit Luxury Goods
Focusing on Consumer Values
Jung-Min Han, Hyeon-Jeong Suk, Kyung-Won Chung Department of Industrial Design, Korea Advanced Institute of Science and Technology
Abstract: This study attempted to identify differences in consumer’s pursued values when purchasing counterfeit luxury products using questionnaire and interview data. As brand names and brand logos of luxury goods significantly influence to customer buying behavior, this study focused on logos, an important element of brand and design. The hypotheses concern four value factors pursued in purchasing luxury products: conspicuousness, aesthetic appeal, durablility, and conformity. Data were analyzed using both quantitative and qualitative methodological approaches. A Survey instrument was designed to discover how consumer’s values influence their preferences in terms of exposure of logo. Personal interviews were conducted first and a survey was followed. Based on a quantitative analysis of a questionnaire given to 127 university students, a statistical analysis was conducted. Specifically, it was found that people’s preferences in non logo-exposed products does not correlate with actual purchase. Furthermore, a comparison between female students of Ewha Woman’s University and KAIST revealed that, even though the participants’ education level is similar, environmental conditions affected the consumer’s values, attitude, and intention to purchase counterfeit products. Finally, 122 people were divided into 6 groups of different consumer value type. It was found that there exist statistical differences of attitude and intention to purchase counterfeit products between the groups. Keywords: Counterfeit luxury goods, Consumer values, Brand logo
Ⅰ. Introduction The size of the market for luxury brands has been expanding and is currently estimated to be more than thirty billion dollars in Korea, as reported by the Fashion channel in a program
Focusing on Consumer Values
Jung-Min Han, Hyeon-Jeong Suk, Kyung-Won Chung Department of Industrial Design, Korea Advanced Institute of Science and Technology
Abstract: This study attempted to identify differences in consumer’s pursued values when purchasing counterfeit luxury products using questionnaire and interview data. As brand names and brand logos of luxury goods significantly influence to customer buying behavior, this study focused on logos, an important element of brand and design. The hypotheses concern four value factors pursued in purchasing luxury products: conspicuousness, aesthetic appeal, durablility, and conformity. Data were analyzed using both quantitative and qualitative methodological approaches. A Survey instrument was designed to discover how consumer’s values influence their preferences in terms of exposure of logo. Personal interviews were conducted first and a survey was followed. Based on a quantitative analysis of a questionnaire given to 127 university students, a statistical analysis was conducted. Specifically, it was found that people’s preferences in non logo-exposed products does not correlate with actual purchase. Furthermore, a comparison between female students of Ewha Woman’s University and KAIST revealed that, even though the participants’ education level is similar, environmental conditions affected the consumer’s values, attitude, and intention to purchase counterfeit products. Finally, 122 people were divided into 6 groups of different consumer value type. It was found that there exist statistical differences of attitude and intention to purchase counterfeit products between the groups. Keywords: Counterfeit luxury goods, Consumer values, Brand logo
Ⅰ. Introduction The size of the market for luxury brands has been expanding and is currently estimated to be more than thirty billion dollars in Korea, as reported by the Fashion channel in a program