FACTORS THAT INFLUENCE THE PURCHASE OF COUNTERFEIT PRODUCTS BY STUDENTS: A CASE OF SOUTH AFRICA

Chuchu, Tinashe and Chinomona, Richard and Pamacheche, Rukudzo (2016) FACTORS THAT INFLUENCE THE PURCHASE OF COUNTERFEIT PRODUCTS BY STUDENTS: A CASE OF SOUTH AFRICA. International Conference on Ethics of Business, Economics, and Social Science. pp. 324-337. ISSN 2528-617X

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Abstract

The current research attempts to investigate the use of the two potential predictors of customer purchase intention of counterfeit products (perceived behavioural control and price- quality inference of counterfeit products) as a means of establishing whether they have influence over customer attitudes towards economic benefits of purchasing counterfeit products which ultimately lead to purchase intention of counterfeit products. Field study is conducted in Braamfontein, Johannesburg and research data are collected from 380 respondents 25 years and older. Using SPSS 22 and AMOS 22 software program, Structural Equation Modeling (SEM) is performed to analyse the data set. The results reveal that price- quality inference of counterfeit products is seen to possess the strongest influence on customers’ attitudes towards the purchase intention of counterfeit products as compared to the other variables. Keywords: Counterfeits, Price-quality, Purchase intention, students, consumer

Item Type: Article
Subjects: Prosiding > Proceeding of ICEBESS 2016
Divisions: Fakultas Ekonomi > Pendidikan Ekonomi
Depositing User: Admin Pendidikan Ekonomi FE
Date Deposited: 30 Sep 2016 00:19
Last Modified: 01 Feb 2019 01:53
URI: http://eprints.uny.ac.id/id/eprint/41803

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