The Influencing Factors And Formation Mechanism Of Counterfeit Luxury Goods Purchase Intention

With the rapid development of the economy in China,the purchasing power of Chinese consumers on luxury goods is getting stronger and stronger.Different from the developed countries,Chinese consumers have their own logic on the perception and consumption concept on luxury goods,which is related to the level of economic development and cultural factors.Chinese luxury consumers are mostly young people with insufficient economic power,and the main reason for them to buy luxury goods is to show off and reflect their individuality.Nevertheless,due to the lack of local luxury brands in China and the blind admiration of foreign brands by domestic consumers,it is easy for them to buy counterfeit luxury goods subjectively or non-subjectively due to the insufficient knowledge of international luxury brands.As the "factory of the world",the manufacturing industry is very developed in China,so there are many counterfeit luxury goods.In the past,most of the counterfeit luxury goods were low quality and low quality.But nowadays,with the improvement of technology and manufacturing level,the quality of counterfeit goods,especially the counterfeit luxury goods,has been greatly improved.Many counterfeit goods are almost identical to the genuine ones in appearance,which makes it difficult to distinguish the real ones from the fake ones.If the counterfeit luxury goods with lower quality only provide an opportunity for those consumers who have limited economic power yet want to own luxury goods to amuse themselves,but as the quality of counterfeit luxury goods becomes higher and higher,more and more consumers,including those with higher economic power,also start to buy counterfeit luxury goods,which brings more harm to genuine luxury goods.The most important reason for the survival of counterfeit luxury goods in the market is the existence of a considerable scale of consumer groups in the market.To curb or even eliminate counterfeit luxury goods,we have to start from consumers.By examining consumers’ willingness to purchase counterfeit luxury goods,corresponding measures can be taken so as to control consumers’ purchasing behavior of counterfeit luxury goods.Thus,based on the theories of planned behavior,risk perception,cognitive dissonance and impression management,this paper investigates the influencing factors and mechanisms of counterfeit luxury purchase intention from multiple perspectives of consumer perception,norms and culture.This paper analyzes the factors influencing the purchase intention of counterfeit luxury goods,explores the mechanism of different factors on the purchase intention of counterfeit luxury goods;uses the methods of structural equation modeling and Bootstrap test to test the relevant hypotheses,clarifies the influence of different factors on the purchase intention of counterfeit luxury goods,and finds out the key factors influencing the purchase intention of counterfeit luxury goods.The findings of this paper are mainly five points as follows.First,there is a significant positive influence relationship between consumers’ value perception and willingness to purchase counterfeit luxury goods.The influence of consumers’ value perception on willingness to purchase counterfeit luxury goods is mediated by attitude.Second,there is a significant negative relationship between consumers’ risk perception and willingness to purchase counterfeit luxury goods.The influence of consumers’ risk perception on willingness to purchase counterfeit luxury goods is also mediated by attitude.Third,there is a significant negative relationship between social norms and consumers’ willingness to purchase counterfeit luxury goods.The influence of social norms on consumers’ willingness to purchase counterfeit luxury goods is mediated by both attitudes and personal norms.Fourth,there is a significant negative relationship between consumers’ personal norms and willingness to purchase counterfeit luxury goods.The influence of consumers’ personal norms on willingness to purchase counterfeit luxury goods is mediated by attitude.Fifth,there is a significant negative influence relationship between consumers’ consciousness of preserving face and willingness to purchase counterfeit luxury goods,while the influence of consumers’ consciousness of pursuing face on willingness to buy counterfeit luxury goods is not significant.Consumers’ sense of pursuing face will positively moderate the influence of the attitude of counterfeit luxury goods on the purchase intention.Consumers’ consciousness of preserving face will negatively moderate the influence of the attitude of counterfeit luxury goods on the purchase intention.The research contributions of this paper are mainly in the following three aspects.First,based on the perspective of consumer perception,this paper explores the influence mechanism of value perception and risk perception on the purchase intention of counterfeit luxury goods,compares the influence difference between them,which deepens the research on the influence of consumer perception perspective on the purchase intention of counterfeit luxury goods.Second,based on the perspective of norms,this paper explores the influence mechanism of social norms and personal norms on the purchase intention of counterfeit luxury goods,analyzes the relationship between them,which expands the research on the impact of the perspective of norms on the purchase intention of counterfeit luxury goods.Third,based on perspective of culture,this paper takes face consciousness as the entry point and divides it into two dimensions,namely,pursuing face and preserving face,to deeply analyze the influence of face consciousness on counterfeit luxury purchase intention,compare the difference of different dimensions of face consciousness on counterfeit luxury purchase intention,the moderating effect of face consciousness on the relationship between attitude and purchase intention of counterfeit luxury goods is also explored,which complements the existing research on face consciousness.Based on the results of the empirical analysis,this paper proposes countermeasures to curb the consumption of counterfeit luxury goods at the levels of government and enterprises,so as to promote the healthy development of the luxury goods industry in China.At the level of government,the measures that can be taken include(1)lowering the tariff of luxury goods,thus lowering the price of luxury goods;(2)strengthening the publicity of legal system and consumption values to the public;(3)strengthening the fight against counterfeit luxury goods;(4)developing the economy and raising the income of consumers.At the level of luxury goods enterprises,the measures that can be taken include:(1)appropriately lowering the price of genuine luxury goods and improving the cost performance of products;(2)making it more difficult to imitate the counterfeit luxury goods in terms of product appearance;(3)highlighting the brand logo;(4)emphasizing the value of luxury goods as social gifts;(5)joint efforts of enterprises to fight against counterfeit luxury goods;(6)improving the luxury goods knowledge of consumers and leading them to correct way of consumption.In conclusion,this paper integrates multiple factors such as consumers’ own perceptions,external norms and face consciousness in Chinese culture into one analytical framework,comprehensively analyzes the formation mechanism of counterfeit luxury goods purchase intention,and compares the roles of different factors in influencing consumers’ purchase intention of counterfeit luxury goods,which is the biggest research contribution of this paper.