Abstract
The paper focuses on the factors impacting on the customer’s behavioral intentions toward counterfeits. The factors include PQ – Price-quality inference, RA – Risk Avereness, SN – Subjective Norm, PR – Received Risk, IN – Integrity, PG – Personal Gratification, and AT – Attitude Toward Counterfeits; PE – Past Experience. The study surveyed 293 questionnaires from consumers in Ho Chi Minh city. The results indicate 5 factors impacting on consumers’ behavioral intentions: subjective norm, received risk, personal gratification, attitude toward counterfeits, and past experience.
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