| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 99 === The counterfeit market keeps growing at a phenomenal rate because of its high profits. Especially, counterfeiting is extremely rampant in Asia. It arouses the attentions of governments to implement anti-counterfeiting strategies to curb the problem. However, consumer’s attitude toward counterfeits luxury brands are the main drivers to resist counterfeiting (Chan et al., 1998). Many researches explored the consumer attitude toward counterfeit and its antecedents. However, the researches in different areas get different conclusions. Therefore, some researchers suggested that culture may be an important factor for the inconsistent findings. Unfortunately, there are seldom researches validate the relationship between consumer attitude toward counterfeits luxury brands and its antecedents cross-culture. Hence, this study takes culture as a moderating factor in this model.
A dimension of culture was integrated into the modified model suggested by Phau et al. (2008) to examine the effect of sub-culture on consumer attitude toward luxury counterfeits. A survey was conducted in Shanghai and Taiwan. Collected data was analyzed through SPASS 18.0 and AMOS 18.0 software. The results reveal that both social influence and personal gratification have significant effect on attitudes toward counterfeits of luxury brands. In Shanghai, where people are more collectivism orientation, the influence of social influence on attitudes toward counterfeits of luxury brands are stronger; and the negative effect of personal gratification is weaker on attitudes toward counterfeits of luxury brands than in Taiwan.
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