부산대학교 도서관

As counterfeiting activity around the world, marketers of luxury brands work hard to discourage counterfeiting and to protect their revenues. This research examines the factors that influence the attitudes of Chinese consumers toward luxury brands counterfeits. Data was collected in three kinds of cities in China (i.e., Big cities, Middle cities and Small cities). A total of 361 respondents were included. Using regression analyses, the results indicated that past behavior (past purchases of counterfeits), attitudes toward buying counterfeits (by economic and hedonic benefits), and materialism. Based on survey data from four kinds of luxury brands counterfeits (i.e., Clothing, Shoes, Bag and Accessory, Smart phone), the variables were found to significantly influence positive attitude toward luxury brands counterfeits. And the attitude toward buying counterfeits by hedonic benefits and materialism were no significant relationship with negative attitude toward counterfeits. Attitudes towards counterfeits of luxury brands were found to influence purchase intention. The majority of previous studies focused on counterfeiting and piracy of music and other optical media, whereas this paper focused exclusively on luxury brands. Status consumption is also added as an antecedent towards attitudes and purchase intention of counterfeits. For the luxury brand marketers, practical implications of why Chinese consumers have increasing demands for foreign luxury brands, the potential market growth, consumer profiles, and marketing strategies were discussed.