Empirical Research On Sports Counterfeits Purchasing Behavior

The progress of the society and the accumulation of material wealth have promptconsumers’ demand from the physical to the spiritual. As one of the ways to enrichthe spiritual life, sports consumption has become an important choice for leisure lifein the society. The rapid development of economy prompts the improvement ofpeople’s living standard, but also widens the gap between the rich and the poor at thesame time. For those low-income people, the contradiction between the growingdemand for sports consumption and the lack of real purchasing power led to the birthof counterfeit market. Meantime, the differences when making the choices topurchase or resist the sports counterfeits of the diverse low-income individuals implythat the traits of personality have their influence to the purchasing intention forcounterfeit goods. As the same consumer group that is of comparatively low level ofconsumption, why part of them choose to buy sports counterfeits while others resistthe consumption? In order to explore the individual factors that affecting consumers’consumption for sports counterfeits, this study firstly introduces the theory ofpersonality traits, and then, five dimensions: consumers’ perceived risk, customershonest, consumers’ consciousness of ethics and law, consumers’ self-monitoringability and consumers’ concept of brand are applied to explore their correlation andinfluencing paths with the purchasing attitude and purchasing intention of sportscounterfeits respectively.In order to achieve the research objectives, this study firstly reviews theliterature of the physical factors that influencing the buying behavior of counterfeitgoods, then, the research hypothesizes are put forward on the basis of the five factorsof the personality traits that affecting the consumers’ buying behavior of sportscounterfeits, and after the logical reasoning, this study designs the model of thefactors that affecting the purchase of sports counterfeits. Secondly, by reading therelative literature at home and aboard, in accordance with the basic principles andrequirements of the scale development, and base on the mature scale, the study selects the suitable scale for consumers’ perceived risk, customers honest, consumers’consciousness of ethics and law, consumers’ self-monitoring ability and consumers’concept of brand, then, the pre-survey questionnaire to collect the empirical researchdata is designed on the basis of the measurement scale and the expert’s advice.Thirdly, after the collection of data from the pre-survey, SPSS18.0statistical analysissoftware is applied to test the reliability and validity of the pre-survey questionnaireand the items, then, using the CITC method to remove part of the adverse items, afterthe above steps, the formal questionnaire is designed. Finally, the paper take the1211college students in8universities in Quanzhou as the object for the large samplesurvey, and the AMOS18.0statistical analysis software of the structural equationmodel is applied to verify the theoretical model and the research hypothesis,meanwhile, the conclusions of empirical research are discussed and analyzed.The empirical results show that: the consumers’ perceived risk and thepurchasing attitude of sports counterfeits are negative correlated. The consumers’perceived risk and the purchasing intention of sports counterfeits are negativecorrelated. The customers honest and the purchasing attitude of sports counterfeits arenegative correlated. The customers honest and the purchasing intention of sportscounterfeits are negative correlated. The consumers’ consciousness of ethics and lawand the purchasing attitude of sports counterfeits are negative correlated. Theconsumers’ consciousness of ethics and law and the purchasing intention of sportscounterfeits are negative correlated. The consumers’ self-monitoring ability and thepurchasing attitude of sports counterfeits are positive correlated. The consumers’self-monitoring ability and the purchasing attitude of sports counterfeits are positivecorrelated. The consumers’ concept of brand and the purchasing attitude of sportscounterfeits are negative correlated. The consumers’ concept of brand and thepurchasing intention of sports counterfeits are negative correlated. The purchasingattitude and the purchasing intention of sports counterfeits are positive correlated. Theconclusions of the empirical research are discussed at the end of the paper, meantime,the corresponding suggestions about marketing and the solutions to the problem ofcounterfeit for sporting goods enterprises are put forward.