중국여성소비자의 위조한국화장품 경험 특성과 불평행동

The purpose of this study was to find the experience characteristics of Chinese female consumers’ buying counterfeit Korean cosmetics and how they solve problems caused by buying counterfeit goods. On-line questionnaire survey method was conducted by on-line research institute in China, from September 26 to October 9, 2015. And 416 Chinese women who were living in China and who had experiences of counterfeit Korean cosmetics were selected. The main research results showed as follows: Firstly, the cases of both fake container and contents were over 50%, and the cases of only fake contents were 21.9%. Secondly, fake Korean cosmetics were mainly bought via online shopping mall or SNS in China. This result imply when Chinese women consumers buy Korean cosmetics via internet, they should give special attention. Thirdly, the types of complaining behaviors resulting from fake Korean cosmetics concerning were found to be no action 21.4%, private action 31.5%, and public action 47.1%. The respondents did not ask compensation for the loss because of tiresome and cumbersome(43.5%), no use of asking(29.0%). These results imply that Chinese women consumers should do complaining behavior more actively. Fourthly, the factors influencing on the types of public complaining behavior were founded to be education, the consumers’ perception toward consumer right and obligation. These results imply that enhancing the consumers’ perception toward consumer right and obligation through consumer education may be desirable for preventing damages from fake Korean cosmetics.