Abstract
Based on the Engel-Kollat-Blackwell model of consumer behaviors, this study aimed to understand university students’ consumer decision-making patterns for counterfeit sport shoes, including the effect of needs (functional needs, symbolic needs, and experiential needs), information search, price, brand awareness, and the price-performance ratio on repurchase intentions. This study adopts a convenient sampling method to investigate university students who have purchased counterfeit sport shoes. A total of 234 valid questionnaires were collected. The results of the partial least squares (PLS) analysis showed that the university students, searched for product information when having the functional needs and symbolic needs for sport shoes. This study shows that after students have conducted a product search, the price, brand awareness, and price-performance ratio affected them repurchase intentions. The findings of this study could provide a reference for practical actions to resist counterfeit sport shoes.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Innovation, Management and Technology
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
