The Effect of Perceived Value on Purchase Intention of Counterfeit Luxury Products
Compared with normal products,luxury products are richer in symbolic meaning.Former studies on counterfeit luxury products mainly focus on the social value of luxury products and anticipating risk,as well as customers” decisive process after they weigh the benefit and risk.However,counterfeit luxury products have the feature of both luxury products and normal products,which means the research on the perceived value of counterfeit luxury products should not only focus on social value and individual emotional value based on the feature of luxury products,but also functional value based on the feature of normal products.This research innovatively builds a perceived value model that can be applied to counterfeit luxury products after the integration of perceived value of both luxury products and normal products,and studies the impact that the four dimensions of perceived value(functional value,social value,emotional value and economic value)have on three kinds of purchase intention according to survey data.Through regression analysis,the study finds that the key dimension of perceived value that influences purchase intention is emotional value,followed by functional value,which reflects core demand for products from counterfeit luxury goods among their consumers.Also,past purchase experiences have significant influence on purchase intention.This research provides legal companies with guidance on how to develop new products in order to meet this part of market demand.At the same time,it offers effective theoretical support to restrain the trade of counterfeit luxury goods from demand end.
Counterfeit luxury Perceived value Purchase intention
Xiaoyan Duan Ling Su
Dongling School of Economics and Management,University of Science and Technology Beijing,Beijing
国内会议
China Marketing International Conference 2015 (2015中国市场营销国际学术年会)
西安
英文
344-356
2015-07-24（万方平台首次上网日期，不代表论文的发表时间）