Differences of the Intention to Buying Counterfeit Goods for Consumers with Diverse Purchase Experie

• 作 者: LiyongZHOU;
• 机 构: School of Economics&Management,Southwest Jiaotong University,Chengdu,China
• 出 处: 2011年信息技术、服务科学与工程管理国际学术会议
• 发表日期: 2011年期

　　This paper attempts to analyze the differences of consumer with diverse experiences intention to purchasing counterfeits.According to the purchase experience,consumers are divided into four categories.We survey the purchase experience and intention of purchasing counterfeits of employee by convenience sampling,and analyze the data by ANOVA.The results show that,there are significant differences among consumer purchase intention with different purchase experience; consumer types based on the purchase experience can account for 9,5% in variation of consumer purchase intention.Further analysis shows that,as long as consumers have purchased or used authentic items,theintention to buying counterfeit products would reduced greatly,and differed significantly with other types; and consumers who bought counterfeit goods,or never used genuine or counterfeit goods,the purchase intention of counterfeit goods will be greatly increased,but these types have no significant difference in intention to purchase counterfeit goods.