Asia Marketing Journal | 2026
Authors: Ahn J.
DOI: 10.53728/2765-6500.1666
Journal: Asia Marketing Journal
Year: 2026
Publisher: Korean Marketing Association
Document Type: Article
Open Access: All Open Access; Gold Open Access; Green Open Access
Cited by: 0
This study was designed to explore consumer motives for dupe consumption and to measure the influence of these identified motives on consumer satisfaction with dupe products and intention to sharing dupe products. Through a literature review and in-depth interviews, five key consumer motives were anticipated: (1) self-protection, (2) saving money, (3) anti-materialism, (4) mimicry, and (5) enjoyment. Corresponding measurement items were developed to assess these motives. A factor analysis conducted on survey data collected from 300 respondents successfully confirmed the extraction of these five motives as expected. Moreover, regression analysis further demonstrated the statistically significant positive impact of these motives on both consumer satisfaction and their intention to share dupe products with others. This study provides valuable theoretical implications by enhancing the academic understanding of dupe consumption culture and offers actionable practical implications by examining key psychological and behavioral factors that should be carefully considered in future dupe marketing strategies. 2765-6500/ © 2026 Korean Marketing Association (KMA). This is an open-access article under the CC-BY 4.0 license (https://creativecommons.org/licenses/by/4.0/).
Cultures of consumption; Dupe; Dupe consumption motives; Factor analysis; In-depth interview