위조브랜드 스포츠화 제품 및 구매속성의 만족도와 재 구매행동에 관한 연구

Abstract

The purpose of this study is to know the relationship among the goods & purchasing attribute and satisfaction & re-purchasing behavior when university students purchase counterfeit branding sport shoes in the industries producing counterfeit goods. To do this, the sample data of 500 university students in Busan (2007) was analyzed using purposeful sampling. The questionnaire which was used in this study consists of total 34 questions that are 3questions about demography background, 4 questions about purchasing goods, 10 questions about goods attribute, 8 questions about individual purchasing attribute, 5 questions about satisfaction and 4 questions about re-purchasing behaviors. Factor analysis, reliability analysis and multi regression analysis were conducted as the method to analyze this data for Testing of Statistical Hypothesis by using SPSS Ver. 12.0. The results that are deduced in this study based on purpose of this study, method of this, analysis results of this are as follow: A. Goods attribute and satisfaction of customers to counterfeit branding sport shoes A-1. The satisfaction goes up when shapes of counterfeit branding sport shoes are similar with them of original branding sport shoes. A-2. The satisfaction goes up when a quality of counterfeit branding sport shoes is similar with them of original branding sport shoes. A-3. The satisfaction goes up when an image of counterfeit branding sport shoes is similar with them of original branding sport shoes. B. The satisfaction on purchasing attribute of customers who buying counterfeit branding sport shoes B-1. The satisfaction goes up when pricesof counterfeit branding sport shoes are lower than them of original branding sport shoes. B-2. The satisfaction goes up when counterfeit branding sport shoes show recent trends well. B-3. The satisfaction goes up when purchasing counterfeit branding sport shoes become showing off propensity to consume like in case of original branding sport shoes. C. Goods attribute of counterfeit branding sport shoes and re-purchasing behaviors of customers C-1. More people do re-purchasing behaviors when shapes of counterfeit branding sport shoes are similar with them of original branding sport shoes. C-2. More people do re-purchasing behaviors when a quality of counterfeit branding sport shoes is similar with them of original branding sport shoes. C-3. More peopledo re-purchasing behaviors when an image of counterfeit branding sport shoes is similar with them of original branding sport shoes. D. Purchasing attribute and re-purchasing behaviors of customers D-1. The re-purchasing behaviors more occur when prices of counterfeit branding sport shoes are lower than them of original branding sport shoes. D-2. There are negative relations between how much counterfeit branding sport shoes show recent trends and customers' re-purchasing behaviors. D-3. The re-purchasing behaviors more occur when counterfeit branding sport shoes become showing off propensity to consume like in case of original branding sport shoes.