한국의 명품 모조품 소비: 누가, 무엇을, 왜 소비하는가? (Counterfeit Consumption in Korea: Who Buys What, and Why?)

서지정보

· 발행기관 : 한국소비자학회
· 수록지 정보 : 소비자학연구 / 21권 / 1호 / 273 ~ 298페이지
· 저자명 : 나종연, 이기춘, 여정성, 김난도, 전상민

초록

최근 명품모조품 소비는 국제화, 대형화되고 있다. 명품모조품거래의 증가로 인해 소비자, 상표권자, 국내패션업계 등 다양한 피해자가 양산되고 있고, 우리나라의 국가적 신인도 저하까지 우려된다. 이러한 명품모조품의 문제점들에 적절하게 대응하기 위해서 본 연구는 한국의 명품모조품 소비 실태에 대한 심도 있는 이해를 통해 명품모조품소비 현상에 대한 시사점을 논의하였다.
본 연구 결과, 전체 응답자의 72.2%가 명품모조품을 구입한 경험이 있는 것으로 나타나 명품모조품 소비가 하나의 사회현상이 되었고, 명품모조품이 명품과 별개로 하나의 상품군으로 시장에 자리 잡았음을 알 수 있었다. 명품모조품의 평균 구입금액이 9.6만원으로 상당히 높은 수준이었다. 명품모조품을 구입한 소비자의 구입 후 만족도는 낮지 않았으나 실제 이용하는 빈도는 높지 않았다. 대부분의 소비자는 명품모조품을 구입하면서 죄책감이나 단속에대한 두려움을 느끼지 않았고, 명품모조품의 판매와 유통에 대해 관대한 태도를 보였다. 또한, 주변사람들에게 소유하고 있는 명품이 모조임을 공개할 의향이 있다는 소비자가 대다수였으나, 실제로 공개하는지에 대한 행동을 조사한 결과는 상당수가 공개하지 않는 것으로 나타나 명품모조품에 대해 소비자가 양가적 감정을 가짐을 알 수 있었다.
국내 브랜드 제품 가격이 너무 비싸서 명품모조품을 구입한다는 소비자들이 많다는 결과는 국내 패션업체의 치밀한 마케팅 전략 없는 고가격 정책이 오히려 명품모조품 시장을 키우는 역할을 하는 것이라 판단된다. 그러나 법적조치의 강화로 명품모조품 구입이 불가능해지면 과반수의 응답자가 국내 브랜드 제품을 구입하겠다고 밝힌 것을 보면 국내 브랜드 경쟁력 강화가 뒷받침된다면 시장 재편의 가능성이 있다고 할 수 있다. 무엇보다 소비자의 인식 전환 없는 단속은 명품모조품 유통의 진화와 새로운 채널로의 이동만을 가져올 뿐, 실효성이 떨어지므로 지속적인 소비자교육이 병행되어야 할 것이다.

영어초록

The consumption of counterfeit product has begun to gain attention recently as a serious consumer issue because of the drastic increase in its volume, and the changing nature of its distribution. The consumption and distribution of counterfeit products cause harm not only to consumers by causing disputes and dissatisfaction, but also to counterfeited brand manufacturers and to other manufacturers who could have been the choice alternative if counterfeit products were not produced and distributed. At more macro level, the increase in the consumption and distribution of counterfeit products in Korea is becoming a cause of international disputes leading to diplomatic problems and a trade issue.
In order to deal with the problem of counterfeit product consumption appropriately, it is important to first understand the actual behavior. The purpose of this paper is to provide an overview of the current counterfeit product consumption in Korea. In order to do that this research conducted a consumer survey. To construct the survey questionnaire, literature related to counterfeit consumption were reviewed and in depth interviews were performed with 4consumers of varying ages (20's, 30's, 40's, 50's) to gain understanding of situations in which counterfeit consumptions occur, why consumers purchase counterfeit products and how they feel when they use counterfeit products. The survey consisted of three parts as the table below: For data collection, a self-administered online survey was used and online panel was used.
Sample of this research include 1148 consumers aged between 20-59.
Results of consumer survey show that 72.2% of the respondents have purchased counterfeit products of some sort showing the ubiquity of consumption of counterfeit products in Korea.
This percentage is higher than the percentage of consumers with counterfeit purchase experience in prior research which implies that purchasing of counterfeit products is becoming more prevalent, and thus societal discussion and remedy is needed in order to deal with this phenomenon more effectively. Average price paid for counterfeit products was 96,000 won which suggest that the cheap price is not a reason for seeking counterfeit products.
Second finding of the study is that counterfeit product consumption extends within and between consumers. Our result showed that consumers who have purchased counterfeit products have higher intention to purchase counterfeit products. Also, consumers are most likely to gain information about counterfeit products from people around them or other consumers who are knowledgeable about counterfeit products.
The respondents showed ambivalent feelings towards the consumption of counterfeit products. For example, when asked how consumers felt about purchasing counterfeit products, the results showed that consumers had positive feelings such as feeling good about brand name product looking imitations at a lower price and it was fun, but at the same time consumers also had negative feelings such as guilt about purchasing illegal products. This kine of ambivalent feelings extended to the use of counterfeit products. Consumers responded that they were not dissatisfied with the purchased counterfeit products, but also responded that they do not really use them. When asked whether or not they had intentions to candidly tell people that they have purchased counterfeit products, the respondent showed high intention.
However, the result of their actual behavior showed that the percentage of consumers actually disclosing such information reduces drastically.
Most of respondents did not fear the possibility of legal ramification when consuming counterfeit products which obviously is an illegal act, and showed leniency when it comes to dealing with distributors of counterfeit products. This result showed that regulations about counterfeit products are not implemented properly and its enforcement should be more strict and swift.
The results of this study suggest that without a change in consumers' attitude towards counterfeit products, regulatory efforts are bound to fail since it would only move the transactions of counterfeit products from one channel to another. More comprehensive social approach combining consumer education and strict regulatory efforts are suggested as a means of dealing with the consumption of counterfeit products.

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