Counterfeit Purchase Intentions Among College Students: An Empirical Investigation

Rojalin Mishra () and Asmita Shukla ()
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Rojalin Mishra: IIT Bhubaneswar
Asmita Shukla: IIT Bhubaneswar

Chapter Chapter 16 in Managing in Recovering Markets, 2015, pp 213-221 from Springer

Abstract: Abstract Nowadays, counterfeiting has become a severe threat to the world economy. These counterfeit goods are deteriorating the value of genuine brands. Therefore, with consideration to this reality that counterfeiting is increasing, it is necessary to study the psychological factors behind counterfeit purchase intention. This study was designed to get a better understanding of the general phenomenon of counterfeiting as well as the specific reasons why people purchase counterfeit goods. The main objective of the present study was to examine the mediating role of impulsive buying tendency (IBT) on the relationship between hedonic shopping motivation (HSM), fashion consciousness (FCS) and willingness to buy counterfeit goods (WBC). The results were obtained from a structural equation analysis by testing a sample of 355 college students from different cities of Odisha, India. The findings confirmed the proposed mediation model, that is, IBT acts as a mediator between HSM and WBC as well as between FCS and WBC. Finally, the results are discussed and suggestions for future research are given.

Keywords: Hedonic shopping motivation; Fashion consciousness; Impulsive buying tendency and willingness to buy counterfeit goods (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-81-322-1979-8_16

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DOI: 10.1007/978-81-322-1979-8_16

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