Is That a Nike? The Purchase of Counterfeit Sporting Goods through the Lens of the Theory of Planned Behavior | Zendy

Weisheng Chiu | Zendy; Ho Keat Leng | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

Is That a Nike? The Purchase of Counterfeit Sporting Goods through the Lens of the Theory of Planned Behavior

Author(s) -

Weisheng Chiu,

Ho Keat Leng

Publication year - 2015

Publication title -

choregia

Language(s) - English

Resource type - Journals

eISSN - 2241-6323

pISSN - 1791-4027

DOI - 10.4127/ch.2015.0098

Subject(s) - nike , counterfeit , advertising , theory of planned behavior , lens (geology) , business , cosmetics , clothing , marketing , economics , political science , engineering , law , chemistry , control (management) , management , petroleum engineering , organic chemistry

The purpose of this study was to examine the consumer behavior related to the purchase of counterfeit sporting goods (CSGs) based on the theory of planned behavior. The results showed that consumers’ attitude, subjective norm, and brand consciousness were predictive of purchase intention, whereas perceived behavioral control had no influence on purchase intention. Moreover, both risk averseness and sport involvement negatively led to consumers’ attitude toward CSGs. The paper ends with a discussion on the theoretical and practical contributions of this study towards the purchase of CSGs

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research