An investigation into the determinants of purchase intention of consumers towards counterfeit shoes in HCMC
Abstract
The research’s desired outcomes are to consider which of the social and personality
factors have an impact on consumers’ attitude towards counterfeit shoes. The study
explore the connection of consumers’ attitude, perception of social consequences, and
innovativeness towards counterfeit products with purchase intention. Rely mainly on the
studies of Huang et al. (2004), De Matos et al. (2007) and Phau and Teah (2009), the
author developed the conceptual framework and conducted a survey of 305 respondents
in Ho Chi Minh City market. Respondents’ demographic, descriptive analysis, factor
analysis, Pearson correlation, and standard multiple regressions were used to check the
hypotheses anticipated and research question. It is concluded that consumers’ attitude
towards counterfeit product is influenced by status consumption, integrity, perceived risk,
novelty seeking and normative susceptibility. Attitude towards counterfeit product,
perception of social consequences, and innovativeness were also explored about their
essential roles in influencing purchase intention. From the theoretical collection, the
research provides more information about consumer behavior towards buying decision.
Moreover, the sale and commercial division of genuine branded products can use the
outcome of the study to attract more customers and increase their loyalty by creating
more effective strategies.