Attitude towards the purchase of counterfeits: Antecedents and effect on intention to purchase

Catherine Viot, André Le Roux (andre.leroux@univ-poitiers.fr) and Florence Kremer
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Catherine Viot: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon
André Le Roux: IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers
Florence Kremer: IRGO - Institut de Recherche en Gestion des Organisations - Université Montesquieu - Bordeaux 4 - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: Counterfeiting is a major issue for companies, public institutions and consumers. Despite extensive literature on the subject in marketing, an instrument for measuring the wide variety of the determinants of attitude towards and intention to purchase counterfeit products is lacking. A second-order model comprising thirteen determinants, grouped into three latent constructs, is validated. This model includes a dimension related to the societal consequences of counterfeiting and two dimensions representing individual factors motivations and deterrents. This research pinpoints the most relevant motivations for and deterrents of counterfeit purchases. Results show that societal economic factors do not impact attitude towards and intention to purchase counterfeits, whereas individual motivations are crucial. Individual motivations and deterrents are the only antecedents of attitude towards counterfeits, with motivations being the most important determinant. Second-order factors indirectly influence intention to purchase counterfeits, through the mediation of attitude towards the purchase.

Keywords: intention to purchase counterfeits; attitude towards purchasing counterfeitings; non-deceptive counterfeiting; attitude towards counterfeiting; second-order structural equation modeling (search for similar items in EconPapers)
Date: 2014
Note: View the original document on HAL open archive server: https://hal.science/hal-01803871v1
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Citations: View citations in EconPapers (6)

Published in Recherche et Applications en Marketing (English Edition), 2014, 29 (2), pp.3-31. ⟨10.1177/2051570714533474⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01803871

DOI: 10.1177/2051570714533474

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