RESEARCH ON INFLUENCING FACTORS OF ONLINE CONSUMER'S BEHAVIORAL INTENTIONS TOWARD ORIGINAL AND COUNTERFEIT GOODS

Abstract

ABSTRACT The purpose of this research is to construct and test a model that has been integrated the main predictors of consumer's behavioral intentions toward original and counterfeit goods in order to help companies understand the main factors which have impact on consumer's behavioral intentions toward counterfeit goods and to create effective anti-piracy strategies. Consumers in the network platform to buy counterfeit clothes have become more and more popular. To solve the problem, based on the achievements at home and abroad and the theory of rational behavior, the conceptual model has been established. By means of the empirical research, the data and scientific statistical methods are used to certify the conceptual model and improve it. By means of the statistical analysis, It has been proven that consumers' perceptions of price-quality inference, ethics, social influence and the similarity between original and counterfeit goods affects consumers attitudes toward counterfeit goods; consumer attitudes toward counterfeit goods, purchase experience, brand image and brand Confidence affect the consumers behavior intention. Keywords Counterfeit goods; Counterfeit attitude; Behavior intention; Brand image; Brand familiarity; Brand Confidence