The effects of extrinsic cues and product involvement toward willingness to buy non-deceptive counterfeit branded products: The case study of Indonesian consumers

Abstract

The current study investigates Indonesian consumers’ willingness to buy counterfeit products. Two predictors have been utilised in this regard are product involvement and extrinsic cues (brand, store, and price). The sample of the study is postgraduate students in the field of business and management. The research found that hypothesis 1 has been clarified as being different by product, depending upon whether the category is categorised HPI (High Product Involvement) or LPI (Low Product Involvement). Other findings, the study confirmed that single direct effects of brand and retailers’ reputation significantly influenced consumers’ responses about willingness to buy a counterfeit product, no matter the product category. However, the discounted price did not significantly influence the willingness to buy a counterfeit branded product no matter their product category. Thus, consumers’ responses to hypothesis 2 and hypothesis 3 were fully supported, but not fully supported for hypothesis 4