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URN etd-0702111-212918 Statistics This thesis had been viewed 2998 times. Download 1644 times. Author Yu-Hsuan Chu Author's Email Address No Public. Department Management Business Administration Year 2010 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 133 Title THE INFLUENCE OF BRAND CONSPICOUSNESS AND ATTITUDE FUNCTION ON PURCHASE INTENTION OF COUNTERFEIT LUXURY GOODS - WITH CONFORMITY AND MORAL BELIEF AS MODERATORS Keyword Moral Belief. Attitude Function Brand Conspicuousness Counterfeit Luxury Goods Conformity Conformity Counterfeit Luxury Goods Brand Conspicuousness Attitude Function Moral Belief. Abstract A counterfeit is an imitation, usually one that is made with the intent of fraudulently passing it off as genuine. With the popularity of luxury life, more and more people like to buy luxury goods to represent their status; this study aims to have a better understanding of consumer’s buying behavior of counterfeit luxury goods. In study 1, a 2 (with logo vs. no logo) × 2 (social-adjustive vs. value-expressive) between-subjects factorial design was used to examine the influences of brand conspicuousness and attitude function on the consumer’s purchase intention of counterfeit luxury goods. It is believed that consumers’ purchase intention of counterfeit luxury goods is also influenced by consumer’s conformity and moral belief. Thus, in study 2, a 2×2×2 (high conformity vs. low conformity) between-subjects factorial design was used to examine whether conformity will moderate the consumer’s purchase intension of counterfeit luxury goods or not. In study 3, a 2×2×2×2 (high moral belief vs. low moral belief) between-subjects factorial design was further used to examine whether conformity and moral belief will moderate the consumer’s purchase intention of counterfeit luxury goods or not.
The empirical results of this study indicate that (1) both of the main effects of brand conspicuousness and attitude function have significant impacts on consumer’s purchase intention of the counterfeit luxury goods; (2) consumer’s conformity indeed has impact on consumer’s purchase intention of the counterfeit luxury goods; (3) both of consumer’s conformity and consumer’s moral belief have partial significant moderating effects on consumer’s purchase intention of the counterfeit luxury goods. The results implied that if counterfeit luxury goods can exert social-adjustive attitude function and have obvious logos, then consumers are more likely to buy such products. In addition, when a consumer is characterized with high conformity and low moral belief, then he/she is more likely to buy counterfeit luxury goods
Advisor Committee Mei-Fang Chen - advisor
Jiin-Tarng Shieh - co-chair
Ming-Chuan Pan - co-chair
Files Date of Defense 2011-05-16 Date of Submission 2011-07-07