Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  2   Issue 12  2013  
Article Abstract
Modeling of Determinants Influence in Consumer Behavior towards Counterfeit Fashion Products
Keywords:  counterfeits, fashion products, consumers’ attitudes, intention to purchase.
Phuong V. Nguyen and Toan T.B. Tran
This paper investigates determinants that influence on consumers' attitudes toward non- deceptive counterfeit fashion products and behavioural intention to purchase them. After controlling the interaction effects of among independent variables and income, the results show that 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. Moreover, brand image is positively associated with personal appearance, but there is no evidence to support the relationship between the personal appearance and the consumers' attitudes. The study also 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 respondents who are working in Ho Chi Minh City, Vietnam.
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