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Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms

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  • Thaichon, Park
  • Quach, Sara

Abstract

This study aims to identify and develops a framework that captures the buyers’ online internal and external motives that can be generalized to the overall luxury markets, called “Dark motives-counterfeit purchase framework†. The study consists of 22 in-depth interviews with counterfeit sellers and 42 in-depth interviews with buyers who have bought counterfeit luxury products. The buyers are fully aware of their decision to purchase counterfeit and pirated products. This study focuses on non-deceptive market as customer demand is one of major drivers of the existing counterfeit business. The framework includes 16 motives for buying online counterfeit product (i.e. 9 external and 7 internal motives). The external motives are (1) social acceptance, (2) peer influence, (3) sense of belonging/desired image, (4) perceived risks (associated with purchase), (5) perceived risks (associated with usage), (6) affordability, (7) accessibility, (8) degree of justice and penalty, and (9) social networking sites. The internal motives are (1) sense of adventure, (2) fashion/novelty seeker, (3) sense of morality, (4) perception toward inequality, (5) perception toward the actual product, (6) quality acceptance, and (7) purchasing experience. This research is one of the first studies that examine both seller and buyer’s perspectives in the same study.

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  • Thaichon, Park & Quach, Sara, 2016. "Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 82-91.
    • Handle: RePEc:eee:joreco:v:33:y:2016:i:c:p:82-91
    DOI: 10.1016/j.jretconser.2016.08.003
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    Cited by:

    1. Priporas, Constantinos-Vasilios & Chen, Yan & Zhao, Shasha & Tan, Hui, 2020. "An exploratory study of the upper middle-class consumer attitudes towards counterfeiting in China," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Rashid, Md Sanuwar & Byun, Sang-Eun, 2018. "Are consumers willing to go the extra mile for fair trade products made in a developing country? A comparison with made in USA products at different prices," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 201-210.
    3. Jiahan Li & Mahsa Ghaffari & Lin Su, 2020. "Counterfeit luxury consumption strategies in a collectivistic culture: the case of China," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 546-560, September.
    4. Ramendra Singh & Sangeeta Trott, 2019. "Non-deceptive deliberate purchase of brand lookalikes: a BOP customer value perspective," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 46(1), pages 15-26, March.
    5. Hui He & Lilong Zhu, 2020. "Online shopping green product quality supervision strategy with consumer feedback and collusion behavior," PLOS ONE, Public Library of Science, vol. 15(3), pages 1-19, March.
    6. Thaichon, Park & Phau, Ian & Weaven, Scott, 2022. "Moving from multi-channel to Omni-channel retailing: Special issue introduction," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Purwanto & Kuswandi, 2017. "Effects of Flexibility and Interactivity on the Perceived Value of and Satisfaction with E-Commerce (Evidence from Indonesia)," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 139-159.
    8. Prateep Puengwattanapong & Adisorn Leelasantitham, 2022. "A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms," Sustainability, MDPI, vol. 14(10), pages 1-38, May.
    9. Islam, Tahir & Pitafi, Abdul Hameed & Akhtar, Naeem & Xiaobei, Liang, 2021. "Determinants of purchase luxury counterfeit products in social commerce: The mediating role of compulsive internet use," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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