A Counterfeit Goods use Culture in China Consumer : focus on Motivation, Satisfaction and Dissatisfaction Factor

Abstract

This study started why do consumers use the counterfeit goods. We executed the pretest through the depth interview, and made an purchase motivation scale, useful satisfaction and dissatisfaction factor scale of counterfeit goods. We found out having the recognition difference of China consumers about these. The results is as follows. First, Counterfeit use motivation ostentation, economic efficiency, satisfaction, and the practicality of four was All counterfeit motivation had a significant impact on attitudes. Second, the personal satisfaction and economic satisfaction as two counterfeit satisfaction factors were Counterfeit products personal satisfaction factors showed a significant influence on the attitude. Also the purchase of counterfeit economic satisfaction had a significant positive impact. Third, counterfeit dissatisfaction factors were personal, social and material factors of dissatisfaction into three Significant influence attitude toward counterfeit products is a factor. Purchase of personal dissatisfaction factors also had a significant impact. These findings made it possible for in-depth understanding of the behavior and culture in China of counterfeit consumer use. The results of this study has provided data that can be utilized in the future counterfeits reduce the use of public awareness campaigns.