Abstract
AbstractThe study draws on a sample of over 350 consumers from 10 department stores in an emerging market where counterfeit products are available in abundance and there is a huge demand for such goods. The findings reveal that interdependent and independent self traits significantly affect individual characteristics, that is, susceptibility to normative influence, readiness to take social risk, and status acquisition (SA), which in turn influences counterfeit purchase intention. It was discovered that such individual characteristics play a mediating effect on the self‐concept—purchase intention relationship and that high degrees of interdependent self traits positively affect consumers' purchase intention. The study adds to the theory of reasoned action (TRA) by incorporating SA variables into the TRA framework and discovers their significant influence on purchase intention. Some novel insights surrounding counterfeit consumption in an emerging economy context are presented and several implications are extracted to help practitioners appeal to such individual characteristics for combating counterfeit consumption.
Highlights
Introduction2017; Wu, Bagozzi, Anaza, & Yang, 2019). To cater for the limited understanding surrounding consumer motivations behindIn recent years, there has been increased demand for counterfeit goods counterfeit consumption, this study aims to probe deeper into the role (Amaral & Loken, 2016; Teah, Phau, & Huang, 2015), suggesting that of the driving factors behind the attitudes and intentions of consumers the efforts made by different governments and luxury brand manu- who are willingly pursuing counterfeit products.facturers to curb counterfeit activities appear to be having minimalThe study draws on the theory of reasoned action (TRA) to ineffect on consumers (Hennigs et al, 2015; Wilcox, Kim & Sen, 2009). vestigate how the link between attitudes relating to the self‐conceptAs a result, this has fueled growing interest among scholars to in- and subjective norms that may affect individuals can influence the vestigate the determinants of consumer preference for such goods purchase intention of counterfeit goods
Parguel, 2017; Wu, Bagozzi, Anaza, & Yang, 2019)
The findings revealed that the three intervening variables, that is, susceptibility to normative influence (SNI), readiness to take social risk (RSR), and status acquisition (SA) each served to have a strong positive impact on the purchase intention for counterfeit products
Summary
2017; Wu, Bagozzi, Anaza, & Yang, 2019). To cater for the limited understanding surrounding consumer motivations behindIn recent years, there has been increased demand for counterfeit goods counterfeit consumption, this study aims to probe deeper into the role (Amaral & Loken, 2016; Teah, Phau, & Huang, 2015), suggesting that of the driving factors behind the attitudes and intentions of consumers the efforts made by different governments and luxury brand manu- who are willingly pursuing counterfeit products.facturers to curb counterfeit activities appear to be having minimalThe study draws on the theory of reasoned action (TRA) to ineffect on consumers (Hennigs et al, 2015; Wilcox, Kim & Sen, 2009). vestigate how the link between attitudes relating to the self‐conceptAs a result, this has fueled growing interest among scholars to in- and subjective norms that may affect individuals can influence the vestigate the determinants of consumer preference for such goods purchase intention of counterfeit goods. There has been increased demand for counterfeit goods counterfeit consumption, this study aims to probe deeper into the role (Amaral & Loken, 2016; Teah, Phau, & Huang, 2015), suggesting that of the driving factors behind the attitudes and intentions of consumers the efforts made by different governments and luxury brand manu- who are willingly pursuing counterfeit products. Vestigate how the link between attitudes relating to the self‐concept. As a result, this has fueled growing interest among scholars to in- and subjective norms that may affect individuals can influence the vestigate the determinants of consumer preference for such goods purchase intention of counterfeit goods. Stottinger, 2005; Phau, Teah, & Lee, 2009; Pueschel, Chamaret, & processes underlying behavioral intention.
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