Exploring Counterfeit Purchase Behavior – Towards a Unified Conceptual Framework

Piyush Sharma, The Hong Kong Polytechnic University, Hong Kong
Ricky Y.K. Chan, The Hong Kong Polytechnic University, Hong Kong
Using a unified conceptual framework this paper hypothesizes that counterfeit proneness influences the attitudes, ethical judgments, and subjective norms about buying a counterfeit product, which in turn affect counterfeit evaluation and purchase intentions. Findings from a study with 610 ethnic Chinese shoppers in Hong Kong support all the nine hypotheses.
[ to cite ]:
Piyush Sharma and Ricky Y.K. Chan (2011) ,"Exploring Counterfeit Purchase Behavior – Towards a Unified Conceptual Framework", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 458.