Influence of Personality Traits on Consumers' Intention to Buy the Fashion Counterfeits: An Empirical Investigation with Special Reference to Young Consumers in Pakistan

Bilal Ahmad ； Mohsin Ali Khan ； Naveed Ahmad ； Waqar Ahmed

《Asian Journal of Business Management》 4卷3期 (2012/06) Pp. 303-309

並列摘要

The intrinsic purpose of this study was to investigate empirically that how young consumers' intention to buy the counterfeited fashion products is empowered by selected personality traits, such as fashion consciousness, public self-consciousness, ethical obligation and ethical judgment. The research was carried out on a sample of N=269 respondents of different age groups and gender. Data for this study were collected by using a structured questionnaire containing six tiers, where Section-I contains seven statements using Likert scale, to assay the consumers' degree of fashion consciousness. Section-II deals with the questions related to the consumers' degree of public self consciousness. Section-III and IV contains two and three statements respectively to measure the consumers' degree of ethical obligation and ethical judgment. Two items were used in Section-V to measure the consumers' intention to buy the fashion counterfeits in the future. Questions related to the consumers' demographical profile were asked in Section-VI. One-Way ANOVA was employed to test the proposed hypothesis. To determine among which groups the true differences prevail, the Duncan Multiple Range Test was performed. It was disclosed that the young consumers with high level of fashion consciousness and public self consciousness are more interested in buying the counterfeited fashion products. On the ethical grounds, it was divulged that the consumers who think it as an unethical practice to buy the counterfeited products are less likely to buy the counterfeited brands.

並列關鍵字

Consumers’ intention ； counterfeiting ； ethical judgment ； ethical obligation ； fashion ； public selfconsciousness