Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Influence of Moral View and Other Variables on Purchase Intentions Concerning Fashion Counterfeits

  • Lee, Seahee (Dept. of Design, Housing, and Apparel, University of Minnesota) ;
  • Kim, K.P. Johnson (Dept. of Design, Housing, and Apparel, University of Minnesota)
  • Received : 2014.11.28
  • Accepted : 2014.12.22
  • Published : 2014.12.30
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Abstract

The purpose of this research was to examine the extent of deontological (values) and teleological evaluation (considering consequences) used in arriving at an ethical judgment concerning intention to purchase a fashion counterfeit. In addition, the effect of psychographic (attitudes toward counterfeiting, risk taking, self-image, value consciousness, public self-consciousness, and materialism) and product attributes (perceived fashion content, physical appearance, and image) on intention to purchase a counterfeit product were investigated. Two alternatives and possible consequences as well as the scenario were given to the participants. The first alternative is persuading a friend not to buy a counterfeit and the second alternative is purchasing a counterfeit product with a friend. Participants (n = 245) were undergraduate volunteers enrolled in courses at a Midwestern university. Data were analyzed using confirmatory factory analysis and structural equation modeling. The proposed structural models fit the data adequately in both alternatives, and all paths were significant. Participants followed the decision making steps outlined by Hunt and Vitell (1986) in both alternatives. Personal characteristics exerted no influence on behavioral intentions concerning counterfeits. Two product-related characteristics (i.e., physical appearance of a counterfeit and projected image of a counterfeit) had direct effects on the behavioral intentions. The conclusions of this research are helpful in improving our understanding of variables that influence consumers' purchasing counterfeit luxury products.

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