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복제품이 소비자의 명품브랜드 태도에 주는 영향을 명품 사용자유형을 고려해서 탐색했다. 명품사용자를 진품사용자와 복제품사용자로 구분하고 복제품의 영향력이 사용자유형에 따라 다른 지, 다르다면 왜 그런지 등을 실험을통해 살펴보았다. 복제품 사용경험은 명품브랜드 태도 형성에 영향을 주는 변수로 주목받고 있다. 연구결과, 복제품이 소비자의 명품브랜드 태도에 주는 영향은 진품사용자, 복제품사용자별로 다르게 나타났다. 복제품은 진품사용자의 브랜드태도에는 부정적 영향을 주지만 복제품사용자의 브랜드태도에는 유의한 영향을 주지 못했다. 진품사용자의 경우 복제품이 명품이 가진 특권, 부, 높은 사회경제적 지위 등의 상징적 가치를 떨어뜨린다고 인식하고 이는 진품사용자의 브랜드태도를 하락시키는 것으로 나타났다. 반면 복제품사용자가 인식하는 명품의 상징적 가치에는 유의한 영향을 주지 못했고 이는 유의한 태도 변화를 일으키지 못했다. 즉 복제품은 진품사용자와 복제품사용자의 명품브랜드 태도에 각각 다른 영향을 미치는데 이는 사용자가 복제품을 명품의 상징적 가치를 하락시키는 것으로 인식하는가에서 비롯되었다. 또한 복제품이 브랜드태도에 주는 영향은 명품 사용자유형과 함께 개인의 명품 수용동기에 의해서도 조절되는 것으로 나타났다. 진품사용자의 경우, 명품의 사회적 의미를 중시하는 사회적응 동기를 가진집단에서 개인적 의미를 중시하는 자아표현 동기를 가진 집단에 비해 복제품으로 인한 태도변화가 더 크게 나타났다. 반면 복제품사용자의 경우, 어떤 동기로 명품을 수용했는가는 복제품으로 인한 태도변화에 유의한 영향을 주지않았다.


This paper has empirically tested how counterfeiting of luxury brands affects the consumers'attitude toward brand. Little has been empirically studied about the impact of counterfeiting on consumers' attitude toward luxury brand, moreover the impact has been sometimes found to be negative while sometimes not to be negative. This research has classified luxury brands users into two groups- genuine-item users and counterfeit-item users-to draw clearer explanation regarding the controversial result because counterfeit experience has been found to impact on forming attitude toward brand. First, this research has tried to compare the impact of counterfeiting on the attitude of genuine-item consumers with that of counterfeit-item consumers. Second, it has investigated why two types of consumers respond to counterfeiting in a different way if they do so. The social value of luxury brand, owning luxury brands mean wealth, privilege,and prestige of users to other people, has examined to explain the different responses of consumers. Lastly, this study has considered personal motivation to luxury brand to explain the different process of responses. This is because researchers have persisted that it is needed to consider the personal value as well as social value of luxury brand to fully understand the consumers' purchase behavior. Two group before-after design was accepted to test hypothesis; two groups of consumers (genuine-item consumers and counterfeit-item consumers) evaluate the brand repeatedly before and after the exposure of experimental material containing counterfeiting proliferation news of the experimental brand. Louis Vuitton was chosen for the experiment because it is one of famous global luxury brands and familiar to subjects in Korea as well. Twenty to forty nine aged female subjects have participated in the experiment via the web. Genuine-item consumers are defined as those who have bought only genuine items of Louis Vuitton in latest three years. Counterfeit-item consumers are defined as those who have bought counterfeit items(having an experience with counterfeit items) in three years; those who have bought genuine items as well as counterfeit items are classified into counterfeit item consumers. The research has shown that the impact of counterfeiting on consumers' attitude toward luxury brand is contingent on the types of consumers (F(1, 98)=4.380, p =.039). Counterfeiting has negative effect on the attitude of genuine-item consumers but insignificant effect on that of counterfeit-item consumers (genuine-item consumers: M_before= 5.42 vs. M_after= 4.58, planned contrast test t=3.535, p =.001 ; counterfeit-item consumers M_before= 5.62 vs. M_after= 5.50,planned contrast test t=0.505, p =.614)Genuine-item consumers have perceived the social value of luxury brand such as privilege,prestige, wealth etc. to become weak when counterfeiting increases. This is because the more users increase because of counterfeiting the more negative network effect would occur. That leads consumers’ attitude toward brand to become down. On the other hand, counterfeiting would not influence on the perception of counterfeit-item consumers on social value of brand. That leads consumers’ attitude to be changed insignificantly. To counterfeit item consumers,increasing counterfeiting of brand could mean popular one and give the opportunity to buy luxury items with lower price . They usually have bought counterfeit items knowing it is not genuine. They have been known to enjoy social value of luxury items with counterfeits. Consequently, the changed perception on social value of luxury brand has found to moderate the relationship between the counterfeiting and the consumers' attitude change. In short, the impact of counterfeiting on consumers' brand attitude is dependent on types of consumers. This because how counterfeiting influence differently the consumers' perception on social value of luxury brand. Those who perceive the social value of luxury brand to become downgrade when counterfeiting increases, have changed attitude more negatively while those who are not have changed insignificantly. The research also has shown that the personal motivation to luxury brand such as self expressive and social adjustive is found to interact with the types of consumers in forming a brand attitude when counterfeiting increases. Genuine-item consumers with social adjustive motivation have changed their attitude greater than with self expressive motivation when counterfeiting increases. However, counterfeit-item consumers have changed their attitude insignificantly regardless of their motivation .