Research On The Mechanism Of Counterfeit Luxury Goods Consumption Based On Motivation Theory

With the rapid economic development and the increase of people's income,China has gradually become an important luxury consumption area.In the meantime,due to the developed manufacturing industry,our country has also become a big producer and consumer of fake luxury goods.Counterfeiting luxury goods market is developing rapidly,seriously damaging the interests of luxury goods companies,affecting social and economic development and market order.The rise of the Internet has provided a global distribution channel that makes it more difficult to track the supply of counterfeiters so much that government crackdown on suppliers can not limit counterfeit consumption.In addition,the study found that the vast majority of consumers are informed and voluntary purchase of fake goods,so it is necessary to study the purchase of counterfeit luxury consumers,not only to fill the gaps in theoretical research on counterfeiting luxury goods,but also for government and luxury goods enterprises Formulate anti-counterfeit consumption measures,and provide scientific basis for guiding consumers to rational consumption and related recommendations.This study from the consumer's point of view,the use of qualitative and quantitative analysis of a combination of methods to study:(1)Through consulting and arranging related literatures,we can know that motivation of counterfeiting luxury goods can be divided into social motivation and personal motivation.At the same time,based on attitude function theory,attitudes mainly include social functions(including self-expression and self-expression)And emotional function;(2)To take a deep interview method to obtain the specific consumption motives and attitudes of counterfeit luxury goods.According to the interview data analysis,the consumption motives of counterfeit luxury goods are divided into individual motivation and social motivation.Among them,social motivation includes showing off,social identity,uniqueness,individual motivation including perceived low price,quality assurance,perceived utility,self enjoyment and new taste,The performance of the inner self;consumption of counterfeit luxury attitudes can be divided into social functional attitudes(including self-expression and self-expression)and emotional sexual attitudes;(3)Put forward hypothesis and model based on theoretical analysis.On the basis of the TRA model,this paper deepens the attitude of the model,and combines the theory of consumer motivation and attitude function theory to build a theoretical model of the purchase intention of Chinese consumers of counterfeit luxury goods,put forward relevant research hypotheses to explore the consumer's counterfeit luxury Purchase behavior behavior(4)Through the factor analysis,formally determine the specific research variables of this study.The factor analysis of the specific variables obtained through the interview analysis can be used to get the social consumption motives of counterfeiting luxury goods,including showing off,social identity and uniqueness.The motivation of personal consumption includes: perceived low price,quality assurance,perceived utility,self-enjoyment,The performance of the inner self;consumers of counterfeit luxury attitude is divided into social and emotional sexual attitudes sexual attitudes.(5)Using Amos software to analyze structural equation model,the results show that both consumer motives and functional attitudes have a direct positive impact on purchase intention;meanwhile,social function attitudes are positively correlated with independent variables(showing off motivation and social identity motivation)The intermediary role played by the dependent variable(purchase intention),the emotional functional attitude played an intermediary role between the independent variables(perceived utility motivation,self-enjoyment motivation,performance intrinsic self-motivation)and dependent variables(purchase intention).(6)To summarize the results of qualitative and quantitative analysis,we can get the social-motivated-social-attitudinal-buying intentions social-oriented counterfeit luxury purchase behavior mechanism and the "personal consumption motivationemotional functional attitude-Willingness to buy " a personal guide to counterfeit luxury buying behavior.At the same time,according to the conclusion of the study,government,luxury goods enterprises and consumers are provided with corresponding suggestions.