Exploring the Antecedents of Luxury Counterfeit Purchasing Behavior

• Main Authors: Thi-Thu-Thuy Nguyen, 阮氏秋水
• Other Authors: Yen-Ting Chiu
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/51054442175861377043

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 101 === Buying counterfeit products has become a worldwide economical and social problem. Because of the demand for counterfeit of luxury brands increasing day by day, the study of determinants of consumers’ counterfeit of luxury products purchase behavior has become more worthwhile than ever before. A luxury designer product has fuelled consumer desire for luxury designer brands and their counterfeit versions. This research examined the influence factors on purchase intention of counterfeits luxury brands. This is a starting point for success of anti-counterfeits campaign in Vietnam by providing the understanding of attitude and the factors influencing their behavior. The main analysis was based on data collected from a sample of 200 respondents in Vietnam. The findings demonstrated that social conformity and fashion conscious of consumer has a positive influence on the attitude purchase behavior of counterfeit luxury goods. The results supported the negative relationship between ethical value and attitudes towards counterfeits of luxury brands. The findings also indicated that a positive relationship exists between ethical value and consumer complicity. The result of this research provides general support in understanding consumer decision -making and offers a comprehensive understanding of the effect of consumer attitudes towards counterfeit luxury handbag versions. The differences and similarities across the antecedents are used to propose strategies to luxury designer companies, thereby improving their marketing activities and achieving a competitive edge.