A Study of Consumer Attitude Towards Counterfeit Fashion Luxurious Products: The Mediating role of Purchase Intention

Ikramuddin Junejo, Jan Muhammad Sohu, Sumaiyah Hassan Ali, Saba Qureshi and Saeed Ahmed Shaikh
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Ikramuddin Junejo: Department of Management Sciences, SZABIST Hyderabad Campus
Jan Muhammad Sohu: Jiangsu University, Zhenjiang, China
Sumaiyah Hassan Ali: Department of Management Sciences, SZABIST Hyderabad Campus
Saba Qureshi: IBA University of Sindh Jamshoro, Pakistan
Saeed Ahmed Shaikh: Wuhan university of technology, China

Sukkur IBA Journal of Management and Business, 2020, vol. 7, issue 1, 1-18

Abstract: The aim of this study was to findthe factors that influencethestudents’ attitudetowards counterfeit fashion luxurious productsin Hyderabad, Pakistan.It has been observed that students maintain their social status within the university by purchasing branded but, due to insufficient income leads them to counterfeit products such as Adidas shoes so on.The Primary data has been collected through a surveyby distributing questionnaires(face to face) touniversity students, a total of 330 respondents participated in this research.For the analysis,various statistical tests were performed data such as Factor analysis, Reliability Analysis,and RegressionAnalysistesting hypothesisin SPSS version 18and AMOS version 24.Findings revealed that all studyvariablessuch as Novelty Seeking, Social Influence,and Social Consumption are mediating by Purchase Intention for consumer’s attitudestowards counterfeiting fashion productsand partial mediation revealed of these variables. However, university students buy more counterfeits products due to Social Consumptionas compare to other factors because the standardized beta valueof Social Consumption revealed greater than other variables of this study.Previous scholars measured consumer attitude towards counterfeiting fashion products in termsof female and working men.This study will give insights intouniversity students and Purchase Intention is used as a mediator.

Keywords: Purchase Intention; Fashion Luxurious Products; Consumer’s Attitude (search for similar items in EconPapers)
JEL-codes: D11 L67 M31 M37 (search for similar items in EconPapers)
Date: 2020
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