Is That a Nike? The Purchase of Counterfeit Sporting Goods through the Lens of the Theory of Planned Behavior
Journal Title: Choregia - Year 2015, Vol 11, Issue 1
Abstract
The purpose of this study was to examine the consumer behavior related to the purchase of counterfeit sporting goods (CSGs) based on the theory of planned behavior. The results showed that consumers’ attitude, subjective norm, and brand consciousness were predictive of purchase intention, whereas perceived behavioral control had no influence on purchase intention. Moreover, both risk averseness and sport involvement negatively led to consumers’ attitude toward CSGs. The paper ends with a discussion on the theoretical and practical contributions of this study towards the purchase of CSGs.
Authors and Affiliations
Weisheng Chiu| Yonsei University, Republic of Korea, Ho Keat Leng| Nanyang Technological University, Singapore
Keywords
Related Articles
- EP ID EP12610
- DOI http:dx.doi.org/10.4127/ch.2015.0098
- Views 355
- Downloads 24
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