| With the higher degree of globalization, the prevalence of counterfeithas caused losses of up to100billion dollars all over the world every year.This phenomena has seriously damage not only the spirit of enterprises,consumer who can not tell the real and counterfeit, but also a country’international image. It is becoming the most serious problem that more andmore countries and industries need to face.Many papers shows that the major reason to purchase counterfeit luxurygoods is low price, and others studies discuss the the purchase behavior in theaspect of lawful awareness and moral consciousness. Apart from that, thereare few researches discuss the purchase intention on the basis of consumeritself.This research mainly discusses the relationship between consumerpurchase intention towards consumption value, purchase motivation and attitude, trying to find out what is the key factor for consumer to purchasecounterfeit luxury goods and the relationship between the factors.Therefore, we adopted consumption value, purchase motivation,purchase attitude and intention as main variables in this study, after analyzing372useful questionnaires, we have the following conclusions:(1)Consumption value and personal motivation is positively related to theattitude and intention of purchasing counterfeit luxury goods;(2) Consumer’sattitude of purchasing counterfeit luxury goods is positively related to thepurchase intention;(3) Consumer’s attitude of purchasing counterfeit luxurygoods has mediating effect on the relationship between both consumptionvalue and purchase motivates towards purchase intention.The innovation of this study are:(1) Differing from previous researchesstudy on the consumer’s culture background, lawful knowledge and moralawareness, this research is based on the comsumption value and purchasemotivation;(2) Differing from other common products, this research mainlyaims at counterfeit luxury goods, which represent different means fordifferent consumer. |
PDF Full Text Request