Academic journal article International Journal of Marketing Studies

Factors Influencing Attitudes and Intention to Purchase Counterfeit Luxury Brands among Indonesian Consumers

Academic journal article International Journal of Marketing Studies

Factors Influencing Attitudes and Intention to Purchase Counterfeit Luxury Brands among Indonesian Consumers

Article excerpt

Abstract

The aim of the present research study is to examine the influence of antecedents of attitudes towards counterfeiting products of Indonesian consumers and its relationship to purchase intention of counterfeit products. The research mainly discussed the effect of social factors and personality factors towards consumer attitudes to buy counterfeit product, in this context is handbags. Approximately 250 respondents aged from 16-40 participated to give response for the survey gathered from questionnaire distribution. The analysis using path coefficient analysis show that social and personality factors has mostly significant impact towards attitudes. The study concluded that the more positive attitude of consumers towards counterfeit products will further strengthen the purchasing intentions while the higher the status of a consumers' consumption will not affect any change to both their attitude and willingness to purchase counterfeit products.

Keywords: social factors, personality factors, attitudes towards counterfeiting products, purchase intention, status consumption

1. Introduction

Counterfeiting, the production and sale of fake products that seem identical to the original product, has been mushrooming across the globe and recently growth in dangerous level (Penz & Stottinger, 2005). Furthermore, Indonesia is among several offenders mentioned in a US report targeting the world's worst piracy offenders who will soon see their illegal market overtaken by the Internet, which is increasingly the sales medium instead of shopping mall stalls and street carts (Jakarta Globe, accessed on October 15, 2012). According to U.S. Customs and Border Protection Office of International Trade (2007), 70 percent of counterfeited goods belong to fashion goods, such as handbags, watches, jewelry, shoes, clothes, hats, sunglasses, and perfume.

The current collective buying behavior shows a high demand for luxury brands product by shoppers at many different social classes. Consumers have increased their awareness about design and have begun to expect high style (Kay, 1990). Consumers who are buying luxury brands products may be described as self-conscious and they were especially concerned about the impression they make (Penz & Stottinger, 2005). Fashion counterfeit products are believed to carry a high image and the prestige connected to a well-known brand name. The similarities in appearance, quality, and image created by the counterfeited version compared to the original product are important in determining consumers' purchase intention (Wee et al., 1995).

This paper attempted to explore the Indonesian consumers' mindset in relation to purchasing counterfeits of luxury brands. The result and model of the previous research had a conclusion which might not be proper to be applied with the recent condition in Indonesia. The research conducted by the previous researcher has differed in location, object, subject, time and or analysis and generally it was conducted in the foreign country which has different economic and cultural environment to Indonesia. There are three main objectives of the current study. First, it examines the influence of social and personality factors to attitudes towards counterfeit products of Indonesian consumers. Second, it investigates the relationship between consumer attitudes and purchase intention of counterfeits of luxury brands. Third, it examines the influence of social and personality factors to purchase intention of counterfeit products. The producers and marketers of genuine products could then come up with ways or different strategies in engaging the consumers to buy the genuine products over the counterfeit products.

2. Literature Review and Hypotheses Development

2.1 Attitudes towards Counterfeiting

According to Huang et al. (2004), attitude is a learned predisposition to respond to a situation in a favourable or unfavourable way. The factors of attitude is often used as a predictor of consumer intentions and behaviours. …

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