Buy Genuine Luxury Fashion Products Or Counterfeits

Abstract

The research examined the effect of three groups of variables on purchase intention of luxury fashion designer brands and their corresponding counterfeits: past behavior (past purchases of counterfeits and originals), attitudes toward buying counterfeits (by economic and hedonic benefits), and individual characteristics (materialism, perception of future social status, and self-image). Data of 324 Korean female students confirmed that the variables were determinants of purchase intention of counterfeits and originals and that purchase intention of counterfeits was positively related to purchase intention of originals whereas purchase intention of originals was negatively related to purchase intention of counterfeits.