How dupe types shape product attitudes: the moderating role of funsumer orientation

Abstract

This study examines how dupe type influences product attitude and whether funsumer orientation moderates this relationship. A between-subjects experiment was conducted with 184 university students in South Korea, who were randomly assigned to a design-similar or function-similar dupe condition. Product attitude was significantly more favorable in the design-similar condition than in the function-similar condition. Hierarchical regression analysis further showed a significant interaction between dupe type and funsumer orientation. Simple slope analysis indicated that the advantage of design-similar dupes became stronger as funsumer orientation increased, whereas the conditional effect was not significant at a low level of funsumer orientation. These findings extend research on dupe consumption beyond price and functional utility by demonstrating the importance of aesthetic and experiential value. The study also suggests that firms should segment consumers according to experiential consumption tendencies and develop distinctive design experiences without creating consumer confusion or infringing intellectual property rights.