An Empirical Investigation of Purchase Intention of Counterfeit Luxury Brands in China: The Moderating Effect of Price Sensitivity

• Main Authors: Yun-Yn Chen, 陳芸妤
• Other Authors: Tzu-En Lu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/08517550512880429407

碩士 === 清雲科技大學 === 國際企業管理研究所 === 99 === With advances in information technology, counterfeiting becomes more serious and technology developed to promote piracy, counterfeiting quality, network issues such as illegal downloading behavior of emerging Asian countries, especially mainland China''s most serious, and the price is "When consumers want to have a item must give up when the product or the price "(Zeithaml, 1988), some consumers think that the product price and quality have a certain relationship, and believe that the higher price, quality is better (Chia Ming Hsu, 2000), each consumer to purchase decisions, the minds often both has set a price range (Adam, 1958; Kamen & Toman, 1970). In this study, to understand the counterfeiting becomes more and more serious in China , and the price sensitivity of the purchase intention of counterfeits luxury brands, risk aversion, materialism, fashion involvement, self-image, consumer ethic beliefs purchase intent of the impact of counterfeit luxury brands, then adjust the variables as price sensitivity, and further understanding of risk aversion, materialism, fashion involvement, self-image, consumer ethic beliefs and purchase intention of counterfeits luxury brands because the price will vary depending on the level of sensitivity. In this study the real example result is found: 1. consumers risk aversion had significant positive influence on purchase intention of counterfeits luxury brands. 2. Consumers fashion involvement had significant negative influence on purchase intention of counterfeits luxury brands. 3. When the price sensitivity of moderating effect, the consumers risk aversion had significant positive influence on purchase intention of counterfeits luxury brands. 4. When the price sensitivity of moderating effect, the consumers materialism, fashion involvement, consumer ethical beliefs had significant negative influence on purchase intention of counterfeits luxury brands.