| Summary: | China is regarded as a leading exporter of imitated goods to the world. In recent years, the product of imitation brand begins to emerge and become popular in the domestic market. However, what factors influence consumers’ buying behavior to the products of imitation brand? In this study, we explore eight factors that would influence a consumer’s decision towards the imitated product. The factors are appearance, price, brand similarity, innovation, function, advertisement, supporting native brand and exaggerate image. Meanwhile, statistical software, SPSS, has been adopted to test the correlation and frequencies among the eight factors and other sub-factors such as gender, age and income.
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