| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 99 === The purpose of this study was to explore the consumers’ choices of the genuine luxury goods and counterfeit goods and their behavior of purchasing them by a questionnaire survey on the effects of counterfeit-purchasing experiences over the consumers’ choice and their behavior of buying the genuine luxury goods and counterfeit goods. The results showed that among 824 valid samples there were 668 respondents who had experiences of purchasing genuine luxury goods, and there were 243 respondents who bought both genuine luxury goods and counterfeit goods at the same time, which suggested that these two types of goods were complementary. The above results indicated that 668 consumers of genuine luxury goods still had 36.38% of demand space for counterfeit goods, demonstrating that there was not only substitutability but also complementarity between luxury goods and their counterfeits. In addition, the results revealed that: (1) The higher the consumers’ income was, the stronger their intention to buy the genuine luxury goods; (2) The older the consumers were, the stronger their intention to buy counterfeit goods; (3) The older the consumers were, the higher willingness they had to purchase counterfeit goods due to their experiences of buying counterfeit goods. In sum, the study demonstrated that “income” affected intention to buy the genuine luxury goods, and “age” influenced the intention to buy counterfeit goods.
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