A Study on Consumer Attitude Toward Original Brand and Imitation Goods in Fashion

The purpose of study is to analyze the consumer attitude toward original brand and imitation goods. To carry out this purpose, the study examined consumers' purchase frequency, degree of concern, future purchase, intention, other people's evaluation and self-satisfaction. The results of experiment can be summarized as follows: First, the consumers didn't show high degree of purchase frequency, of concern, of future purchase but they showed positive attitude in other people's evaluation and self-satisfaction. Second, they showed high degree of the purchase of imitation goods but they didn't show high degree of their degree of satisfaction. Third, with regard of their purchase intention, they purchased imitation goods because they were cheap, regardless of image, quality and design which original brand name goods had. Finally, to figure out the correlation between original brand name goods and imitation goods, their purchase intention of original brand name goods was surveyed according to their satisfaction with imitation goods after they purchased them. According to the result, they answered that they would purchase original brand name goods when they satisfied with imitation goods.