Economics at your fingertips  

Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms

Park Thaichon and Sara Quach

Journal of Retailing and Consumer Services, 2016, vol. 33, issue C, 82-91

Abstract: This study aims to identify and develops a framework that captures the buyers’ online internal and external motives that can be generalized to the overall luxury markets, called “Dark motives-counterfeit purchase framework†. The study consists of 22 in-depth interviews with counterfeit sellers and 42 in-depth interviews with buyers who have bought counterfeit luxury products. The buyers are fully aware of their decision to purchase counterfeit and pirated products. This study focuses on non-deceptive market as customer demand is one of major drivers of the existing counterfeit business. The framework includes 16 motives for buying online counterfeit product (i.e. 9 external and 7 internal motives). The external motives are (1) social acceptance, (2) peer influence, (3) sense of belonging/desired image, (4) perceived risks (associated with purchase), (5) perceived risks (associated with usage), (6) affordability, (7) accessibility, (8) degree of justice and penalty, and (9) social networking sites. The internal motives are (1) sense of adventure, (2) fashion/novelty seeker, (3) sense of morality, (4) perception toward inequality, (5) perception toward the actual product, (6) quality acceptance, and (7) purchasing experience. This research is one of the first studies that examine both seller and buyer’s perspectives in the same study.

Keywords: Motivation; Counterfeit; Fake; Online platform; Buyer; Luxury (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (2) Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

Page updated 2018-05-05
Handle: RePEc:eee:joreco:v:33:y:2016:i:c:p:82-91