The influence of social and personality on attitude and purchase intention of counterfeit or pirated product
The study aims to investigate which of the factor issue such as social and personality factors affects the attitude of the consumers towards counterfeit products. The study is also set out to examine the relationship of consumers' attitude towards counterfeit product with purchase intention. V...
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| Format: | Thesis |
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2010
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| Summary: | The study aims to investigate which of the factor issue such as social and personality factors affects the attitude of the consumers towards counterfeit products. The study is also set out to examine the relationship of consumers'
attitude towards counterfeit product with purchase intention. Variable on this study included social factors and personality factor every each have two dimension Informational susceptibility, normative susceptibility value conscious and personal gratification. A survey of one hundred forty one respondents using questionnaire was conducted in the Sabah market especially in Kota Kinabalu. Informational susceptibility, normative susceptibility and value conscious not significantly influence attitude towards counterfeit or pirated product but discovered that personal gratification are the independent variables that
negatively Significantly influence consumers' attitude towards counterfeit product. Attitude towards counterfeit product was also found significant in influencing purchase intention. This reinforces the mediator role of attitude in its relationship with purchase intentions. By having a better understanding of the consumers' behavioural intentions of buying counterfeit products, the manufacturers and marketers of the genuine brand products can make better
marketing strategies to entice the consumer to buy the original product and not the counterfeit version. Theoretical contribution of this study is an extension of
knowledge of consumers' attitude and purchase intention with regards to counterfeit or pirated products.
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