Abstract
We proposed and tested an extended model based on the theory of planned behavior to probe the mechanisms driving the purchase of counterfeit sporting goods (CSGs). Consumers (N = 333) in Taiwan completed surveys, and the results showed that subjective norms, perceived behavioral control, and consumers' attitudes had a positive influence on purchase intention. In terms of extended variables, the results revealed no relationship between price-quality inference and consumers' attitudes, whereas risk averseness had a negative impact on consumers' attitudes. Differences were also found between the Internet and street vendors as purchase channels. These findings open a new direction for understanding CSGs purchasing behavior.
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