The Empirical Study On Consumption Value,Peceived Risk And Willingness To Buy Countereit Luxury Goods

In recent years, counterfeits of famous brands have been common occurrences. According to media reports, the rate that Shanghai police cracked the case of counterfeit rose50percent the first half of this year. International brands and luxury brands have become the hardest hit of counterfeit. The existence of fake and counterfeit manufacturers is one of the reasons of counterfeit phenomenon. The focus of many scholars’research has been on counterfeit manufacturers-counterfeiting of the supply side and the formulation of related laws and regulations. But in recent years the focus of scholars’ research gradually turn to the demand side, Scholars have come to realize that consumer demand is also one of the important reasons that large numbers of counterfeit goods continues to exist. The act of buying counterfeits can be divided into deceptive and non-deceptive consumption. In daily life, non-deceptive consumption (known as the act of buying counterfeits) indeed exists. So studying the reasons behind this will be helpful to understand driving factors of consumers’acts of buying fake, to help enterprises take appropriate measures to mitigate the impact of counterfeit goods, to help the government regulate the market order, to form a good mechanism of competition and a stable market order.In luxury area, the phenomenon of counterfeit is more prominent. This article choose counterfeit goods of luxury brand as our research object, to analyze the relationship among consumer consumption value of counterfeit luxury goods, perceived risk and their willingness to buy counterfeit luxury. Consumption value and perceived risk are two major areas of consumer behavior research, they have different functions on purchase intention. This paper consider these two factors at the same time, analyzing the relations among the two factors and the willingness to buy counterfeit luxury goods. Through the reading and analysis of relevant literature in last years, this article bulid a model among consumption value, perceived risk and consumer willingness to buy counterfeit luxury goods, trying to conduct an empirical study. At last,we get the following three conclusions:Firstly, Consumption value of counterfeit luxury goods has three dimensions:emotional value, social value and functional value; Perceived risks of counterfeit luxury goods have three dimensions:risk of losing faces, risk of function and the risk of time.Secondly, consumption value of counterfeit luxury goods has a positive correlation with purchase intention; Perceived risk of counterfeit luxury goods has s negative correlation with the willingness to buy counterfeit luxury goods.Lastly, the influence of the dimensions of consumption value of and the dimensions of perceived risk on the intention to buy counterfeits of luxury brands:The relations between the three dimensions of both consumption value and perceived risk and the willingness to buy counterfeit luxury goods have been verified. Emotional value, social value and functional value have a positive relation with the purchase intention of counterfeit luxury goods, from emotional value, functional value to social value with a rising relation; Risk of losing faces, risk of function and the risk of time have a negative relation with the purchase intention of counterfeit luxury goods, from the risk of losing faces, risk of function to the risk of time with a rising relation.In response to these research findings, this paper tries to make some management recommendations from two levels business and society.