Purchasing Motivations Toward Counterfeit Luxury Goods on E-marketplaces

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 e-marketplaces. 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

An Evaluation of Product Descriptions and Brand Trust as influencers of Purchase Intent in a Luxury Second Hand Ecommerce Shopping Environment

In a world where fashion is a one-and-done look for an Instagram photo, represents 4% of global waste, and is growing at a rate of 11 times faster than traditional retail, there is a growing interest to reduce the carbon footprint of fashion by offering outlets for consumers to circulate their wardrobe through consignment opposed to throwing it away (Bird, 2018). Research has been done to evaluate the importance of information on e-commerce websites, with little focus on secondhand e-commerce. Previous research on secondhand shopping focuses mostly on shopping motivations, but once a customer has decided to shop secondhand what exactly influences the purchase? What is the customer using to evaluate secondhand products, specifically in an online environment where physical assessment is limited? The way customers evaluate secondhand purchases may not be the same as a new purchase. Utilizing a sample of 196 luxury secondhand shoppers, Multiple Regression was used to evaluate the influence of brand trust and product descriptions on consumer purchase intention in Secondhand eCommerce. Both brand trust and product descriptions were found to influence purchase intent. Further, brand trust showed more significance than product descriptions. With high levels of uncertainty in a vastly growing market, it is beneficial for retailers to understand and evaluate what consumers value in secondhand luxury e-commerce purchases

An Old Problem in a New Market: Public and Private Regulation of Counterfeit Consumer Goods in the Chinese C2C Market

The emergence of consumer-to-consumer (C2C) online marketplaces in China has greatly complicated the regulation of counterfeit goods. Endemic information asymmetries, strong consumer demand for counterfeits, and conflicting economic interests have challenged the effectiveness of independent government regulation and marketplace self-regulation but also created conditions for co-regulation. Using historical analysis, this thesis examines the evolution of government regulation and marketplace self-regulation of C2C counterfeits in China. It assesses the forces that have driven the shifts in the regulatory paradigm, and evaluates the complexity of Chinese online counterfeit regulation. The Chinese regulatory regime against fake goods online has been mostly shaped by the nation’s perceived economic interests and the business interests of the chief online commercial platform, Taobao. This regime, moreover, has been gradually evolving from independent government regulation and marketplace self-regulation toward co-regulation. The well-developed regulatory paradigm, nonetheless, bears an expedient character, as regulators have often used the regulation to advance certain interests over the others. The regulation of C2C online counterfeit in China also reveals the limits of and opportunities for transnational regulatory governance of online intellectual property.Honors thesis with highest distinctio

Young Filipinos’ Attitudes Towards Counterfeit Products: A Descriptive Study on Attitudes and Perceptions: A Study by the IP Academy of the Intellectual Property Office of the Philippines

The prevalence of counterfeit goods is a problem that is affecting different countries, posing threats to individuals, businesses, and economies. Given that the Philippines is characterized by its largely young population, this study aims to describe the perceptions and attitudes of young Filipinos toward counterfeit goods, with the hope of using this data to assist the Intellectual Property Office of the Philippines (IPOPHL) in its fight against counterfeits. Specifically, this study aims to describe the demographic characteristics of young Filipinos who have bought counterfeit goods; to describe the frequency and willingness of young Filipinos to buy counterfeit goods; to identify their common reasons for buying counterfeit goods; and to determine possible reasons to make them stop buying. This study utilized a quantitative descriptive design through an electronic survey to answer the research objectives. A total of four hundred and six (406) respondents with an age range of 15 to 30 years old, who have bought at least one counterfeit good, were included in the study. The results showed that the respondents can easily spot counterfeit goods by their quality and price and they do not regularly purchase counterfeit goods. The top three (3) counterfeited goods mostly purchased by young Filipinos are apparel/accessories, footwear, and handbags/ wallets. In addition, the results showed that online selling applications make up the majority of where these counterfeit goods are being bought from. As for the overall attitudes of young Filipinos on counterfeit goods, the study revealed that although most respondents buy counterfeit goods voluntarily and by personal choice, they believe that buying counterfeit goods does not improve their social and professional image, does not excite their consumption appetite, and it poses danger to their well-being. Furthermore, the results suggested that young Filipinos believe that since counterfeit products are easily accessible everywhere, especially in the advent of online apps and social media platforms, awareness campaigns geared towards discouraging people from buying counterfeit goods are needed, along with brand-related measures

Powerful or powerless? How the online vs. offline context impacts individuals' perceived social power from luxury consumption

This study investigates how different levels of luxury brands influence individuals' perceived social power and how the online vs. offline nature of the shopping context may moderate these effects. Therefore, by performing an experimental study with a within-subjects design, this research revealed that the shopping context online vs. offline has a different impact on the consumers’ purchase intention, which ultimately depends on the brand type chosen. Furthermore, it was found that consumers believe their perceived social power increases when shopping in-store for top-level luxury products. However, no significant changes in guilt were raised when purchasing online or offline for all three brand-level types, as well as for their self-esteem. Still, consumers' purchase intentions were proven higher when purchasing a top-level luxury product in-store than online. This paper advances the understanding of consumer behavior when purchasing luxury items and how their emotions and the purchase context play a big part in the decision-making process since human behavior is getting much more complex over time, making it much more difficult to comprehend consumers' main motivations to shop and their thought process during it. Moreover, this paper also has a crucial role in further advancing the knowledge regarding the future of online shopping and how consumers are adapting to the digital transformation. The interpretation of the results, conclusions, and limitations was explored throughout this research paper.Este estudo investiga como diferentes níveis de marcas de luxo influenciam o poder social dos consumidores e como a natureza online vs. offline do contexto de compra pode moderar esses efeitos. Ao realizar um estudo experimental com design within-subjects, revelou que o contexto de compra online vs. offline tem um impacto diferente na intenção de compra dos consumidores, dependendo por fim do tipo de marca escolhida, sendo maiores ao comprar produtos de luxo numa loja física do que online. Além disso, verificou-se que os consumidores acreditam que a sua perceção de poder social aumenta ao comprar em loja produtos de luxo de alto nível. No entanto, não houve nenhuma mudança significativa na culpa ao comprar online ou offline para todos os três tipos de nível de marca, bem como para a auto-estima dos consumidores. Este estudo contribui na compreensão do comportamento do consumidor ao comprar produtos de luxo e como suas emoções e o contexto de compra desempenham um papel importante no processo de tomada de decisão, uma vez que o comportamento humano está se a tornar cada vez mais complexo, tornando mais difícil compreender as motivações para cada compra e o raciocínio por de trás da decisão do consumidor. Além disso, este artigo tem um papel crucial no avanço do conhecimento sobre o futuro do online shopping e como os consumidores se estão a adaptar à transformação digital. A interpretação dos resultados, conclusões e limitações foram exploradas ao longo deste estudo

Chanel or Channel: the motivations behind the purchase of counterfeit luxury fashion goods and the post-purchase satisfaction with the same

JEL Classification System: M10 – Business Administration: General M30 – Marketing and Advertising: GeneralFor every kind of high value product, there will always be counterfeits and if even Rembrandt paintings could not escape of such action 400 hundreds years ago, high end fashion certainly cannot nowadays. There have always been counterfeits in fashion, however, due to the technological evolution and the actual fast pace of fashion, counterfeits are more rife than ever before. Reproducing a genuine fashion product has a great impact for luxury fashion brands. Such impact is not only regarding sales but mainly because of brand equity dilution and reputation. Therefore, there is a serious concern about fighting counterfeiting -there are laws against it and brands have already developed mechanisms to find falsifications of their own goods. However, as long as there is demand, there will be counterfeits and, consequently, it is crucial to understand the motivations behind such purchases to decrease the mentioned demand. Hence, the aim of the present thesis is to understand the motivations behind the purchase of luxury fashion counterfeits and the post-consumption satisfaction with the same. To accomplish such goal, an exploratory qualitative research was applied where consumers, fashion designers and marketing professionals were interviewed to gain new insights regarding the mentioned topic as well as how it differs from the purchase the original good. The achieved results demonstrated that the purchase of counterfeits is both due to extrinsic and intrinsic motivations. Although, the extrinsic motivations are very similar to the ones behind the purchase of the original product, intrinsic motivations differ mainly due to hedonic reasons. The expectations regarding counterfeits are usually low which make them easier to exceed comparing to originals’ expectations.O principio é unanimo- para qualquer item de natureza valiosa, haverá sempre um contrafeito. E se nem os quadros de Rembrandt resistiram a tal ato há 400 anos atrás, a moda de luxo também não sai ilesa atualmente. Aliás, de forma mais assertiva, a realidade é que sempre houve falsificações na moda, contudo, devido ao avanço tecnológico e ao seu atual ritmo, o problema nunca foi tão grave. A reprodução de uma peça genuína apresenta um grande impacto para as marcas de moda de luxo. Tal impacto é não só relativo às vendas mais também, e principalmente, à detioração do capital e da reputação das mesmas. Consequentemente, existe uma grande preocupação no combate à contrafação – não só existem leis contra esta, como também as marcas já criaram mecanismos para localizarem contrafeitos dos seus próprios bens. Contudo, enquanto houver procura, haverá oferta, sendo assim é crucial compreender as motivações de compra de produtos contrafeitos de forma a diminuir a sua procura. Por conseguinte, o objetivo da presente tese é identificar as motivações que levam à compra de produtos contrafeitos tal como a satisfação pós compra. Para alcançar o objetivo mencionado uma pesquisa exploratória e qualitativa foi aplicada. Nesta, consumidores, designers de moda e fashion marketers foram entrevistados com o intuito de compreender o tópico já mencionada e tal como este difere da compra do produto de luxo original. Os resultados obtidos demostram que a compra de contrafeitos é devido a motivações intrínsecas e extrínsecas. Apesar das motivações extrínsecas encontradas serem bastante semelhantes às encontradas na compra do produto original, o mesmo já não se sucede com as motivações intrínsecas. Relativamente às expectativas na compra de um produto contrafeito, estas são usualmente bastante baixas. Consequentemente são mais fáceis de exceder comparando com as expectativas de um produto original

The Sneaker Value: A Disquisition Into Sneaker Resale Market

The secondary market for sneakers has proliferated in recent years. In the secondary market of sneakers, it is typical for the resale price of sneakers to be higher than the retail price. Using the theory of planned behavior as a theoretical framework, this study will examine how the economic, hedonic, symbolic, and social values of sneakers influence consumer attitudes and subjective norms. In addition, this study will examine the relationship between social media hype and perceived behavioral control. Finally, this paper examines how TPB components (subjective norms, perceived behavioral control, and attitudes) influence consumers\u27 purchase intentions. To achieve this research objective, 510 valid questionnaires were collected using a questionnaire method to explore the correlation between these variables. The results of the hierarchical linear regression showed that economic, hedonic, and social values positively correlate with consumers\u27 attitudes, and hedonic and symbolic values positively correlate with consumers\u27 subjective norms. The results also show that perceived behavioral control and subjective normative attitudes positively correlate with consumers\u27 purchase intentions

The influence of consumers' lawfulness attitude and morality towards willingness to purchase counterfeit fashion products

The seriousness and global magnanimity of counterfeit has been a consistent thief of companies’ intellectual property rights, robbing countries of income and societies of their jobs. Countless efforts have been taken by the World Customs Organization (WCO), Organization of Economic Cooperation and Development (OECD), and locally by the Domestic Trade and Consumer Affairs (KPDNHEP) to combat the growth of counterfeiting. However, the growth of this illicit trade is still proudly blossoming despite all the efforts to control it. The focus of this study would be on fashion brands, which proudly sits at the top of counterfeited products ranking worldwide. The purpose of this research was to investigate the significance of the relationship between moral intensity, recognition of moral issue, moral judgment and willingness of consumers to purchase counterfeit fashion products. This research also evaluated the moderating effects of lawfulness attitude as an individual moderator between moral judgment and predicting the outcome variable. This study was underpinned by Jones 1991 Issue-Contingent Model to gauge the influence of lawfulness attitude and morality particularly on Generation-Y consumers. This study involved 266 respondents from Penang. Out of the six hypotheses tested, two were supported while the other four were not supported. The analysis revealed a positive relationship between recognition of moral issue and moral judgment towards respondents' willingness to purchase counterfeit fashion products. On the other hand, lawfulness attitude did not moderate the relationship between moral judgment and willingness to purchase. This study also highlighted implications of the study, limitations as well as recommendations for future research