Purchasing Motivations Toward Counterfeit Luxury Goods on E-marketplaces

摘要：

This research is designed to study consumers purchasing attitudes to counterfeit luxury goods on electronic marketplaces (e-marketplaces). And two research hypotheses are proposed in this research. Based on data analysis of 243 samples, this study explores the dimensions of consumer attitudes (morality and law, accessibility, burden-bearing, function effectiveness, economical efficiency) and motivations (conspicuous psychology, rebel psychology, social identity, self-enjoying and cost performance) to luxury counterfeit goods on emarketplaces. It is found that the major reasons for consumers to choose e-business channels to buy luxury counterfeits are convenience, information acquisition, product and service. In particular, the findings indicate that online consumers attitudes toward luxury counterfeit products significantly impact purchasing motivation; online consumers attitudes and motivations positively impact purchasing intention.

关键词： e-marketplaces counterfeit luxury goods purchasing motivation purchasing intention

作者: Hanchi Ye YingXu Huan Lian

作者单位: School of Business Administration, Zhongnan University of Economics and Law, Wuhan, 430074, China

会议类型: 国际会议

会议名称: The Eleventh Wuhan International Conference on E-Business(第十一届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 170-177

在线出版日期: 2012-05-26（万方平台首次上网日期，不代表论文的发表时间）