A Study of Consumer Attitude Towards Counterfeit Fashion Luxurious Products: The Mediating role of Purchase Intention

Authors

  • Ikramuddin Junejo Faculty Member, Department of Management Sciences, SZABIST Hyderabad Campus
  • Jan Muhammad Sohu Ph.D. Management Sciences and Engineering, Jiangsu University, Zhenjiang, China
  • Sumaiyah Hassan Ali Student of BBA, Department of Management Sciences, SZABIST Hyderabad Campus
  • Saba Qureshi IBA University of Sindh Jamshoro, Pakistan
  • Saeed Ahmed Shaikh Wuhan university of technology, China

DOI:

https://doi.org/10.30537/sijmb.v7i1.472

Keywords:

Purchase intention, Fashion Luxurious Products, Consumer’s Attitude

Abstract

The aim of this study was to find the factors that influence the students’ attitude towards counterfeit fashion luxurious products in Hyderabad, Pakistan. The Primary data has been collected through a survey by distributing questionnaires to university students, a total of 330 respondents participated in this research. Various analyses were performed for the analysis of data such as Factor analysis, reliability analysis, and Regression analysis testing hypothesis in SPSS version 18 and AMOS versin 24. Findings revealed that the students who buy counterfeit products viewed social influence and status consumption as a significant influence on their attitude to buy counterfeit of fashion luxury products. Social influence considered the strongest influencing factor for consumer’s attitudes towards counterfeiting. All propsed model of mediation partially supported. This supports that attitude acts as a mediating variable in relation to purchase intention.

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Author Biography

Saeed Ahmed Shaikh, Wuhan university of technology, China

 

 

 

 

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Published

2020-07-20

Issue

Vol. 7 No. 1 (2020): Sukkur IBA Journal of Management and Business (SIJMB)

Section

Articles

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