Chinese Buying Luxury Counterfeits Behavior: The Role Of Social Influence And Personal Gratification In Forming Attitudes And Purchase Intention
This paper’s objectives are to examine the determinants that influence consumers to purchase counterfeit products
in Chinese societies, using Taiwan and Shanghai as sample. We examine the antecedent factors of attitudes regarding
counterfeits and the relation between the attitudes regarding counterfeit luxury brands and the purchase intention. The results
reveal that both social influence and personal gratification have significant effect on attitudes toward counterfeits luxury
brands. This study contributes to research on relation between the consumer attitude toward counterfeit and its antecedents
and intention to purchase counterfeit luxury brand by a holistic analysis.
Keywords: Counterfeit, Attitude toward counterfeits, Social influence, Personal gratification.