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 389
- Downloads 24
Project Management and the Development of Social Capital at Rally Ireland 2007
The WRC series Rally Ireland 2007 was the largest spectator volume sporting event ever held north or south of the border. This bi-annually recurring motor-sport offers opportunity for political and social showcasing, tou...
Are Macro variables good predictors? A prediction based on the number of total medals acquired
A large amount of effort is spent on forecasting the outcome of sporting events. Moreover, there are large quantities of data regarding the outcomes of sporting events and the factors which are assumed to contribute to...
Sports Law and the European Union
For the last thirty years the athletic community as well as academics are dealing with an effort by the European Court of Justice to influence sport law and the rule-making power of member states in the area of sports...
Social Neworking Sites Usage of Students Studying in the S.P.E.S.
The purpose of the study is the determination of the intended use of social networking sites of students studying in the School of Physical Education and Sports (S.P.E.S.) and demonstration of the current situation. I...
Examining Spectator Motivations in Major League Baseball: A Comparison between Senior and Non-senior Consumers
The purpose of this study was to identify the differences in the motives between senior and non-senior sport consumers who attend sport events and to compare the effect of spectator motivation on sport consumption beh...