Counterfeit consumption is becoming widespread, developing into a problem of international significance. In an attempt to develop a refined understanding of the motivations and decision-making processes of consumers' deliberate counterfeit-consumption behavior, this empirical study not only integrates the theory of planned behavior and insights from self-regulatory theories, but also extends these theories by re-conceptualizing the relationships among key constructs with the inclusion of action desire. This research also introduces and integrates a new construct, namely consumers' Perceived Counterfeit Detection (PCD) by important others.Using a combination of qualitative and quantitative methods consisting of in-depth interviews and a self-administered paper questionnaire, this research empirically tested a proposed goal-striving model for deliberate counterfeit-consumption behavior, using structural equations modeling. Results demonstrated PCD's existence and supported a refined goal-striving model, based upon which effective strategies to decrease consumer's counterfeit consumption are discussed.
| Identifer | oai:union.ndltd.org:arizona.edu/oai:arizona.openrepository.com:10150/205418 |
| Date | January 2011 |
| Creators | Wu, Jiayun, Wu, Jiayun |
| Contributors | Bhappu, Anita D., Helm, Sabrina V., Shim, Soyeon, Bhappu, Anita D., Helm, Sabrina V. |
| Publisher | The University of Arizona. |
| Source Sets | University of Arizona |
| Language | English |
| Detected Language | English |
| Type | text, Electronic Dissertation |
| Rights | Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author. |
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