Influence of Moral View and Other Variables on Purchase Intentions Concerning Fashion Counterfeits
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The purpose of this research was to examine the extent of deontological (values) andteleological evaluation (considering consequences) used in arriving at an ethical judgmentconcerning intention to purchase a fashion counterfeit. In addition, the effect ofpsychographic (attitudes toward counterfeiting, risk taking, self-image, value consciousness,public self-consciousness, and materialism) and product attributes (perceived fashioncontent, physical appearance, and image) on intention to purchase a counterfeit productwere investigated. Two alternatives and possible consequences as well as the scenariowere given to the participants. The first alternative is persuading a friend not to buy acounterfeit and the second alternative is purchasing a counterfeit product with a friend. Participants (n = 245) were undergraduate volunteers enrolled in courses at a Midwesternuniversity. Data were analyzed using confirmatory factory analysis and structural equationmodeling. The proposed structural models fit the data adequately in both alternatives, andall paths were significant. Participants followed the decision making steps outlined by Huntand Vitell (1986) in both alternatives. Personal characteristics exerted no influence onbehavioral intentions concerning counterfeits. Two product-related characteristics (i.e.,physical appearance of a counterfeit and projected image of a counterfeit) had directeffects on the behavioral intentions. The conclusions of this research are helpful inimproving our understanding of variables that influence consumers’ purchasing counterfeitluxury products.
Abstract
The purpose of this research was to examine the extent of deontological (values) andteleological evaluation (considering consequences) used in arriving at an ethical judgmentconcerning intention to purchase a fashion counterfeit. In addition, the effect ofpsychographic (attitudes toward counterfeiting, risk taking, self-image, value consciousness,public self-consciousness, and materialism) and product attributes (perceived fashioncontent, physical appearance, and image) on intention to purchase a counterfeit productwere investigated. Two alternatives and possible consequences as well as the scenariowere given to the participants. The first alternative is persuading a friend not to buy acounterfeit and the second alternative is purchasing a counterfeit product with a friend. Participants (n = 245) were undergraduate volunteers enrolled in courses at a Midwesternuniversity. Data were analyzed using confirmatory factory analysis and structural equationmodeling. The proposed structural models fit the data adequately in both alternatives, andall paths were significant. Participants followed the decision making steps outlined by Huntand Vitell (1986) in both alternatives. Personal characteristics exerted no influence onbehavioral intentions concerning counterfeits. Two product-related characteristics (i.e.,physical appearance of a counterfeit and projected image of a counterfeit) had directeffects on the behavioral intentions. The conclusions of this research are helpful inimproving our understanding of variables that influence consumers’ purchasing counterfeitluxury products.
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