Counterfeit Luxury Brand Consumers Perceived Value Analysis

In2011, China officially surpassed Japan and the United States and became thelargest luxury goods market all over the world. Counterfeit goods went hand in handsince the day luxury goods born. It is the nightmare of the major luxury manufacturers.Counterfeit goods has brought huge economic losses and negative effect to luxurybrand. While the luxury brand get ready to enter the largest luxury goods market, theyalso face the problem of the huge Chinese counterfeit goods market. Researchers hasmadden great effort on the analysis of counterfeit purchase behavior. But they arelimited on government regulation and legislation. From the customer side, analysis islimited to ethics, materialism, and other individual factors as well. In recent years, thecustomer perceived value is becoming a powerful tool for predicting consumerbehavior tendency, but it has not been used in the research of counterfeit purchasingbehavior. This article is intended to research from the customer perceived value sidein order to analysis the influencing factors of the counterfeit goods purchase behavior.Firstly, based on the existing theory, the article integrate many theory,establish a newcustomer perceived value model for counterfeit goods and integrate customerperceived risk into customer perceived value of the counterfeit goods. Next, the articleuse empirical research to validate the model with scientific statistical analysismethods. Finally, according to the statistical analysis result, the article provide apractical solution for company and governments.