CONSUMER BEHAVIOR TOWARD COUNTERFEIT SPORTING GOODS

Abstract

We proposed and tested an extended model based on the theory of planned behavior to probe the mechanisms driving the purchase of counterfeit sporting goods (CSGs). Consumers ( N = 333) in Taiwan completed surveys, and the results showed that subjective norms, perceived behavioral control, and consumers' attitudes had a positive influence on purchase intention. In terms of extended variables, the results revealed no relationship between price-quality inference and consumers' attitudes, whereas risk averseness had a negative impact on consumers' attitudes. Differences were also found between the Internet and street vendors as purchase channels. These findings open a new direction for understanding CSGs purchasing behavior.