Antecedents of Consumer’s Purchase Intention of Counterfeit Luxury Product

Abstract

This study analyzed the influential factors of consumers’ purchase intention towards counterfeit luxury products by considering the model of social status, integrity, and novelty seeking. Attitude towards counterfeit product was used as a mediator in the model. The causalities in the model of problematic purchase intention of consumers toward counterfeit luxury products are hypothesized. A total sample of 400 respondents with 385 effective samples was collected by distributing self-administered questionnaires to people from different sectors. Structural Equation Modeling (SEM) through AMOS was adopted for the analysis. Consumers’ attitude towards counterfeit product was found to be positively and significantly related to purchase intention of counterfeit product. As for personality constructs, social status and novelty seeking were found to be positively related to attitude and purchase intention of counterfeit product while integrity did not show significant relationship with purchase intention. These results contribute towards marketing as a subject by advocating the theory used in this study and providing different results which have implications for academicians and managers.

Keywords: Counterfeit, Social Status, Integrity, Novelty Seeking, Purchase Intention