Research On The Influence Of Perceived Value On N Purchase Intention Of Counterfeit Luxury Good

In the international market, China listed as the world’s largest luxury goods consumer market. At the same time, China has the phenomenon of counterfeiting, some unscrupulous companies manufacture counterfeit luxury goods, which can damage the luxury goods brand image, more seriously, it can influence the sales of the certified products. Judging from the surface of the excess, profits are the source of counterfeit luxury goods, but the consumer purchase intention is the real problem of counterfeit luxury goods. To be effectively solve the problem, we need to know the consumer’s purchase psychology from the perspective of the business and level of government legislation targeted propose solutions.The author, after reviewed related literature domestic and abroad, put the variable like perceived value, face consciousness and consumption intention in the research framework. An empirical study of 314 consumers, consumers in the purchase or potential fake luxury goods and risk perception when in use and its dimensions were measured, and the relationship between perceived risk and purchase behavior of regression test, then test whether face consciousness moderate consumers’ perceived value between the purchase intention.Finally, proved the research hypothesis and relational model. The results of the study show that, face consciousness has negatively influence the purchase, perceived value positively impact purchase intention. Face consciousness plays a moderate role between the consumer perceived value and counterfeit luxury purchase intention. Specially, face consciousness negatively moderate the relationship between quality value and purchase intention, negatively moderate the relationship between emotional value and purchase intention, so does it with price value and purchase intention, however face consciousness can not moderate the influence between social value and purchase intention.This study tested the perceived value, face consciousness and purchase intention model, hoping to provide some suggestions to combat counterfeit luxury goods propaganda.