| dc.description.abstract | Total market value of global piracy and counterfeit goods has up to 455 billion to 650 billion U.S. dollars each year. It’s estimated to 2015 will be as high as $ 1 trillion and sustained growth. Among 80% piracy and counterfeit goods are manufactured by China. One of the most concerned issues is counterfeit of luxury goods. While China becoming the dominate manufacture country of counterfeit goods, Taiwan changes from ＂manufacture＂ to ＂consume＂ counterfeit goods. Therefore, the purpose of this study was to identify the factors that affect consumer’s behavior intention to purchase counterfeit boutique bag. The results of the study provided suggestions for law enforcement and luxury industry to prevent and curb consumption of piracy and counterfeit goods.
The consumer personality traits that affect their purchase intention were investigated in the study. Personality traits contained consumer ethic belief, materialism, risk aversion, vanity, and self-monitoring. The theory of planned behavior were also applied in this study in an attempt to examine whether personality traits would affect consumer’s attitude, subjective norm, and self-efficacy, and in turn affect purchase intention.
Data were collected from 340 consumers in Taiwan who have financial capability. This research has adopted structural equation model (SEM) for its data analysis to study the causalities among all parameters constructed in the proposed model. The results of this study were summarized as followings:
1.Consumer’s ethic belief and risk aversion negatively affected the consumer’s attitude, subjective norm and, self-efficacy, thereby affected the consumer’s intention to purchase counterfeit goods.
2.Consumer’s materialism positively affected the consumer’s attitude, subjective norm and self-efficacy, thereby affected the consumer’s intention to purchase counterfeit goods. Consumer’s vanity positively affected the consumer’s attitude and subjective norm, thereby affected the consumer’s intention to purchase counterfeit goods. Consumer’s self-monitoring positively affected consumer’s self-efficacy, thereby affected the consumer’s intention to purchase counterfeit goods.
3.Consumer’s attitude, subjective norm and self-efficacy of counterfeit goods positively affected the consumer’s intention to purchase counterfeit goods.
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