Real Brand Or The Counterfeits? Study Based On The Consumption Well-Being

Though counterfeits purchasing is not a novel thing in China, it is a very hot phenomenon:many companies have to face the profits loses which were caused by these counterfeits. Especially in the cloth, handbag and ornament industries, from luxury products such as Chanel, Dior and LV to our daily products such as Adidas, Eland, Kappa, many brands have suffered the challenge from the counterfeits. Both governments and companies do their best efforts to deal with the counterfeits, and more and more scholars also began to study which factors could influence the purchase intention of counterfeits products. However, the factors from consumer's inner aspect are still very limit. On the other hand, Well-being began to get focus by scholars in different fields. In well-being filed, there is a goal theory which refers to "all the actions and things that people do is to pursue their destination ad goal: well-being of the life". This theory inspire me to investigate people's consumption well-being after their purchase between real brand and counterfeits, and to check whether there are some differences between the real brand and counterfeits, as well as how the consumption well-being changes with time.Therefore, there are three parts in my paper. First, based on the references reviewing, we develop the consumption well-being scale through interviewing, and defined the definition of the consumption well-being and its demotions. Furthermore, we use experiments method to investigate the consumption well-being differences among different brand levels, real brand and counterfeits. Finally, we did a following studying for two weeks to find out its changes of consumption well-being among different levels.This study developed out the definition of consumption well-being, and find out that the consumption well-being of real brand is higher than the counterfeits, and the consumption well-being adaptation of real brand is also slower than the counterfeits. These findings are not only useful to guide people's consumption behavior, but also enriched both marketing field and well-being field.