Impact of Non-Price Factors on Purchase Intention Counterfeits

This research purposes to investigation of impact of non-price factors on consumer attitude and purchase intention counterfeits luxury brand. We used a survey with 398 students of Islamic Azad university of central unit was conducted in the Iranian students although self-questionnaire that a questionnaire was developed consisting of previously used scales and also we used the Structural Equation Modeling technique to examine the hypothesized relationships. In addition, we involved AMOS software for analysis. We found that perceived risk and subjective norms factors are most influence on attitude toward counterfeits that they are only impact antecedent's attitude on behavioral intention. This research limited to only a city (Tehran) and just dedicated to students, therefore we cannot generalize to whole consumer society and we have time and money limited. This research offer in-depth understanding from consumer attitude toward counterfeits luxury brands in Iran country and help to marketers that find strategies for preventing of purchasing counterfeit luxury brands. This research performed for first in Iran, focused of demand side`s counterfeits and investigated social and personality influences on attitude toward counterfeits that they are non-price factors.

並列關鍵字

Consumer behavior ； counterfeiting ； Theory of Reasoned Acted (TRA)

國際替代計量

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