The Effect of Chinese Cultural Values in Counterfeit Luxury Goods Purchase

Abstract

Though there have been a few studies on counterfeit luxury purchase, the effect of cultural values, especially Chinese cultural values, in counterfeit luxury purchase remained unclear. This study selected five Chinese cultures values, found out five most discussed psychological determinants in luxury counterfeits purchase, and then created a Chinese cultural values - psychological determinants of counterfeit luxury brands purchase model, to analyze the relations between the two. KEYWORD: Counterfeit luxury purchase, Chinese cultural values, face consciousness, other orientation, long-term orientation, sense of righteousness, pragmatism