Contents 1
(The) effect of perceived similarity on counterfeit luxury consumption : roles of perceived values and regulatory focus = 지각된 유사성이 위조 명품 소비에 미치는 영향 : 지각된 가치와 규제 초점의 역할 / Liu, Xi ; Kim, Min-Ho ; Zhu, Xiaojiao ; Zhang, Yanmei 1
Abstract 1
Ⅰ. Introduction 2
Ⅱ. Theoretical Background and Hypotheses 3
2.1. Perceived similarity and counterfeit luxury consumption 4
2.2. Perceived value and purchase intention of counterfeit luxury goods 4
2.3. Moderating mediating role of self-regulatory focus 5
2.4. Research model 6
Ⅲ. Empirical Study 7
3.1. In-deep interview and stimuli design 7
3.2. Experimental design and measurements 8
Ⅳ. Results 9
4.1. Data collection and sample 9
4.2. Measurement model results 10
4.3. Hypothesis testing 11
Ⅴ. General Discussion 13
Ⅵ. Conclusion and Limitations 14
6.1. Theoretical and managerial implications 14
6.2. Limitations and future research 15
References 16
[요약] 20