Factors affecting purchase intention toward counterfeit sport shoes (case study: university of Mazandaran)
Poster Presentation XML
Paper ID : 1892-11THCONF
1master of Mazandaran university, sport management, sport marketing
2دانشار گروه مدیریت ورزشی دانشگاه مازندران
3دانشیار گروه مدیریت ورزشی دانشگاه مازندران
Introduction: Today, the production of counterfeit products has increased and the market for these products has affected global trade. As a result of the expansion of the shadow economy, it has caused damage to the companies that produce the genuine products. In fact, the main problem with the production of these products is the high demand by consumers, which changes consumers' perceptions. Therefore, the present research seeks to determine the factors affecting the intention to purchase counterfeit sport shoes, which includes examining the variables of past experience, attitudes toward buying counterfeits (by economic and hedonic benefits, individual characteristics (materialism, and perception of future social status).
Methodology: It is a descriptive research. The research population is the students of Mazandaran University which according to the Morgan table, the number of samples is 375. Using a simple random sampling, 381 questionnaires were used for statistical analysis using Spss (ETA Coefficient) and Smart Pls (path coefficients). The data were collected by means of yoo and lee (2009) questionnaire. The reliability by Cronbach's alpha coefficient was 0.82.
Results: The results showed that the past experience of buying counterfeit sport shoes, attitudes toward economic benefits and attitudes toward hedonic benefits were positively related to the intention to buy counterfeit shoes. Materialism had a negative effect on purchase intention of counterfeit sports shoes. On the other hand, perceived future social status had no effect on the intention to buy counterfeit shoes.
Discussion: According to the results, past experience of buying counterfeit sport shoes is related to the intention to buy counterfeit sport shoes. In fact, the purchase of counterfeit shoes in the past can predict future behavior that supports the theory of planned behavior. On the other hand, the results showed that the attitude toward economic benefits of counterfeit sport shoes is a major factor in the intention to purchase counterfeit products such as sport shoes. Therefore, customers pay a much lower price, buy counterfeit sport shoes and save money. Also, as individuals are less dependent on material, their intent to buy counterfeit sport shoes is increasing. Based on the results, customers admire the counterfeit sport shoes manufacturers' competitiveness and initiative in the competitive market. However, further studies with larger sample sizes and geographic locations are needed to clarify these findings.