Perceived Value And Perceived Risk Influence Consumer Purchase Intention On Counterfeit Luxury Goods

Because of the counterfeiting,manufacturers of the genuine luxury goods haved suffered a lot of tangible and intangible losses.Otherwise the manufacture and sale of counterfeit luxury goods have been causing big financial and social demage.Actually,it's consumers' demands of counterfeit luxury goods that support the counterfeiting market.So,it is a realistic proposition to study the psychology of people who are willing to purchase counterfeit luxury goods.On the basis of predecessors' research,this study examines the influence of perceived value and perceived risk on purchase intention toward counterfeit luxury goods as well as the mediating role of attitudes.And it explores the moderating effect of materialism on the relationship of perceived value and purchase intention.344 questionnaires were collected in this study.And through correlation and regression analysis,the results show that all the dimensions of perceived value positively affect the purchase intention on counterfeit luxury goods.And perceived risk of various dimensions,except perceived legal risk,have negative impact on the purchase intention on counterfeit luxury goods.Attitude plays a mediating role in perceived value and perceived risk on purchase intention.Materialism positively moderates perceived quality value and perceived emotion value,but it has no moderating effect on perceived price value and perceived social value.