Exploring the role of attitudinal functions in counterfeit purchase behavior via an extended conceptual framework
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Prior research on counterfeit purchase behavior focuses on two attitudinal functions (social-adjustive and value-expressive) and ignores the others (e.g., ego-defensive, knowledge, and utilitarian), despite growing evidence that consumers’ attitudes toward a product category may serve multiple functions. We address this research gap with an extended conceptual framework that incorporates all the five attitudinal functions and explores their direct and indirect effects on counterfeit product evaluation and purchase intention. A field study with 890 shoppers in Hong Kong, a popular market for both genuine and counterfeit brands, supports most hypotheses and provides useful insights into the complex sociopsychological mechanism driving counterfeit purchase behavior.
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Sharma, Piyush; Chan, R. (2015)Prior research on counterfeit purchase behavior does not explain the reasons for the differences in the underlying consumer motivation and decision-making process for counterfeit purchase. We address this gap with a new ...
Sharma, Piyush; Chan, R. (2015)Purpose – The purpose of this paper is to introduce a unified conceptual framework for deliberate counterfeit purchase behavior by combining its diverse economic, ethical and socio-psychological perspectives using cognitive ...
Zhan, L.; Sharma, Piyush; Chan, R. (2015)Purpose – The purpose of this paper is to investigate how counterfeit users estimate the probability of being detected and how this probability affects their counterfeit consumption behaviour. Specifically, it addresses ...