Antecedents of Purchase Intentions towards Counterfeit: via Mediating Effect of Attitude

Abstract

Current study attempts to explore factors that play influential role in shaping consumers, perceptions, attitudes and intentions towards the purchase of counterfeit brands/products. To assess these attitudinal and behavioral patterns the model incorporated factors namely as social status, perceived risk, integrity and novelty seeking and influencing the purchase intentions towards counterfeits the bridge of attitudes towards counterfeit as mediator. The study collected that data from a sample of 385 consumers. AMOS was used for analysis, resulting in positive and significant relationship of attitudes and purchase intentions of counterfeits. Results yield interesting insights for both academic and managerial domains and contribute towards theory of reasoned action acting in its conformance.