Modeling of Determinants Influence in Consumer Behavior towards Counterfeits of Fashion
نویسندگان
چکیده
This paper investigates determinants that influence on consumers’ attitudes toward nondeceptive counterfeit fashion products and behavioral intention to purchase them. The results show that brand image, social influence and previous experiences have a positive impact on consumers’ attitudes toward counterfeit fashion products. Meanwhile, personal gratification has a negative effect on counterfeit fashion products. Furthermore, the study illustrates that consumers’ attitude has a strong and positive relationship with intention to purchase counterfeit fashion products. These findings help manufacturers and government agencies understand the current issues of counterfeits and create effective strategies to prevent inadvertent sales of counterfeit products. The study is based on a random sample of 300 participants who are living in Ho Chi Minh City, Vietnam.
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