Research On Motivation And Influential Factors Of Counterfeit Luxury Goods Consumption

Counterfeit luxury goods have been the major concern of standard luxury goods manufacturers. In the majority of counterfeit luxury goods transactions, consumers are well informed and purely voluntary to buy the goods. So in order to solve the counterfeit luxury goods problem, it’s a must to understand the motivation and influential factors of counterfeit luxury goods consumption.Since there lacks systematic empirical studies on counterfeit luxury goods consumption motivation, and researches on the influential factors of counterfeit goods consumption are mostly based on general counterfeit products, this study explored the motivation and influential factors of counterfeit luxury goods via the combination of quantitative and qualitative method.Firstly, through literature review, the study introduced theories about luxury goods and counterfeit goods, and combed research findings respectively on luxury goods/counterfeit luxury goods consumption motivation and influences on counterfeit goods consumption. Based on literature review, the research scheme combined with qualitative and quantitative methods is fixed; that is, validating influential factors proposed by previous researchers on counterfeit luxury goods consumption and exploring other influential factors not systematically researched before by in-depth interview, and then testing the new findings using survey method.In qualitative research, this study tentatively extracted9kinds of counterfeit luxury goods consumption motivation, and found one new influential factor rarely mentioned by previous researchers:consumers’ knowledge of luxury goods. In view of above findings, a questionnaire survey was carried out and after statistical analysis using SPSS17.0, this study came up with following innovative conclusions:(1)There are7kinds of motivations in counterfeit luxury goods consumption; that is, vanity, expert, anti-large-enterprises, sociality, pragmatic, novelty-seeking and having-fun. Among them, vanity, expert, anti-large-enterprises and sociality belong to social motivation, while pragmatic, novelty-seeking and having-fun belong to individual motivation. (2)Demographic characteristics have a significant impact on counterfeit luxury goods consumption motivation. Male consumers have a stronger motive of vanity than female consumers; younger consumers are more inclined to seeking novelty than older consumers; lower-income consumers are less likely to purchase counterfeit luxury goods for just having fun, while higher-income consumers have a stronger expert motive; consumers’ educational background has no significant influence on their counterfeit luxury goods consumption.(3)Consumers’ knowledge of luxury goods significantly influences their counterfeit luxury goods consumption motivation. The more knowledge of luxury goods, the weaker motive of vanity and anti-large-enterprise, the stronger motive of novelty-seeking.Finally, based on the above findings, this study proposed some practical suggestions.