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Article Information:
Impact of Non-Price Factors on Purchase Intention Counterfeits
Kambiz Heidarzadeh Hanzaee and Saeed Jalalian
Corresponding Author: Kambiz Heidarzadeh Hanzaee
Submitted: January 30, 2012
Accepted: March 02, 2012
Published: September 15, 2012 |
Abstract:
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This research purposes to investigation of impact of non-price factors on consumer attitude and
purchase intention counterfeits luxury brand. We used a survey with 398 students of Islamic Azad university
of central unit was conducted in the Iranian students although self-questionnaire that a questionnaire was
developed consisting of previously used scales and also we used the Structural Equation Modeling technique
to examine the hypothesized relationships. In addition, we involved AMOS software for analysis. We found that
perceived risk and subjective norms factors are most influence on attitude toward counterfeits that they are only
impact antecedent’s attitude on behavioral intention. This research limited to only a city (Tehran) and just
dedicated to students, therefore we cannot generalize to whole consumer society and we have time and money
limited. This research offer in-depth understanding from consumer attitude toward counterfeits luxury brands
in Iran country and help to marketers that find strategies for preventing of purchasing counterfeit luxury brands.
This research performed for first in Iran, focused of demand side`s counterfeits and investigated social and
personality influences on attitude toward counterfeits that they are non-price factors.
Key words: Consumer behavior, counterfeiting, Theory of Reasoned Acted (TRA), , , ,
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Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Saeed Jalalian, . Impact of Non-Price Factors on Purchase Intention Counterfeits. Research Journal of Applied Sciences, Engineering and Technology, (18): 3313-3322.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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