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Counterfeit Purchase Intentions Among College Students: An Empirical Investigation

In: Managing in Recovering Markets

Author

Listed:
  • Rojalin Mishra

    (IIT Bhubaneswar)

  • Asmita Shukla

    (IIT Bhubaneswar)

Abstract

Nowadays, counterfeiting has become a severe threat to the world economy. These counterfeit goods are deteriorating the value of genuine brands. Therefore, with consideration to this reality that counterfeiting is increasing, it is necessary to study the psychological factors behind counterfeit purchase intention. This study was designed to get a better understanding of the general phenomenon of counterfeiting as well as the specific reasons why people purchase counterfeit goods. The main objective of the present study was to examine the mediating role of impulsive buying tendency (IBT) on the relationship between hedonic shopping motivation (HSM), fashion consciousness (FCS) and willingness to buy counterfeit goods (WBC). The results were obtained from a structural equation analysis by testing a sample of 355 college students from different cities of Odisha, India. The findings confirmed the proposed mediation model, that is, IBT acts as a mediator between HSM and WBC as well as between FCS and WBC. Finally, the results are discussed and suggestions for future research are given.

Suggested Citation

  • Rojalin Mishra & Asmita Shukla, 2015. "Counterfeit Purchase Intentions Among College Students: An Empirical Investigation," Springer Proceedings in Business and Economics, in: S. Chatterjee & N.P. Singh & D.P. Goyal & Narain Gupta (ed.), Managing in Recovering Markets, edition 127, chapter 0, pages 213-221, Springer.
    • Handle: RePEc:spr:prbchp:978-81-322-1979-8_16
    DOI: 10.1007/978-81-322-1979-8_16
    as

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