A Study On The Influence Of Perceived Risk And Face Consciousness On Purchase Intention Of Counterfeit Luxury Goods

As China has become the world’s largest luxury goods consumer market, the counterfeit luxury goods market of China comes top through the world as well. Large amount of counterfeit consumption could do damage to the original luxury brand image, or even worse to the sales volume. Foreign scholars have been dedicated to research on the motivations and factors underlying consumers’intention to purchase non-deceptive counterfeiting in order to implement its targeted prevention and control publicity. In the meanwhile, Chinese scholars have rarely focused on the luxury counterfeiting consumer behavior despite of the flooded situation.Based on the previous research in the field, this paper includes perceived risk and face consciousness, an unstudied cultural variable in counterfeiting, into the research, and builds up a conceptual model of perceived risk, face consciousness and purchase intention to non-deceptive counterfeit luxury goods. Through empirical research of613responses of counterfeit luxury buyers or potential buyers, this paper aims to measure their overall perceived risk including all four dimensions by instrument and test the relationship between perceived risk and purchase intention. The author also tests face consciousness’s moderating effect between perceived risk and purchase intention afterwards to modify the hypothesis and model.The result indicates that a significant difference exists in consumer’s degree of perceived risk due to the different degree of face consciousness. The result has shown that perceived risk has negatively influenced the consumer’s purchase intention. What’s more, the negative influences between the two variables are decreasing: financial risk, social-psychological risk and post-purchase disadvantage risk. Besides, demographic variables have generated several differences on perceived risk, face consciousness and purchase intention. This paper has renewed the six dimension model of perceived risk, and testified the new model of three variables, so as to share some useful advices on prevention and control of counterfeiting luxury goods.