Work

Consumer Behavior Toward Counterfeit Sporting Goods

Year: 2014

Type: article

Abstract: We proposed and tested an extended model based on the theory of planned behavior to probe the mechanisms driving the purchase of counterfeit sporting goods (CSGs). Consumers (N = 333) in Taiwan completed surveys, and the results showed that subjective norms, perceived behavioral control, and consumers' attitudes had a positive influence on purchase intention. In terms of extended variables, the results revealed no relationship between price-quality inference and consumers' attitudes, whereas risk averseness had a negative impact on consumers' attitudes. Differences were also found between the Internet and street vendors as purchase channels. These findings open a new direction for understanding CSGs purchasing behavior.

Source: Social Behavior and Personality An International Journal

DOI: 10.2224/sbp.2014.42.4.615

Authors: Weisheng Chiu, Kwang-Yong Lee, Doyeon Won

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W1964035666

FWCI: 7.464

Cites: 22

Cited by: 46

Related to: 10