Understanding experienced consumers towards repeat purchase of counterfeit products: The mediating effect of attitude

Abstract

Most counterfeit studies engage consumers’ intention to purchase without considering their past experiences. Understanding consumers who have experienced in counterfeit product situations and how this has influenced their actual perceptions, attitudes and behavior on this is-sue is important to understand. Therefore, this study aims to understand the repurchase behavior of experienced consumers in regards to counterfeit products and their demographics, past purchases, materialism, economic and social factors. In addition, this study also investigates the mediating effect of attitude on the relationship between the factors and the repur-chase behavior. The participants are among 200 working adults who have purchased counterfeit products in a six-month period. Multiple regression analysis indicates that gender (female), past purchasing behavior, materialism and social factors had positive relationships with repurchase behavior. Remarkably, the economic factor is found to be significant. However, it has a negative relationship with repurchase behavior indicating that experienced consumers in counterfeit products purchase fake goods to minimize the economic effect. Hierarchical regression analysis indicates the mediating effect of attitude on the relationship between past purchase and materialism on repurchase behavior. The outcome of this study can also be used as a reference and knowledge base for scholars and marketers in understanding the attitude of consumers and their repurchase intention of counterfeit products.

Keywords

• Counterfeit
• Repeat purchase
• Demographic
• Past purchase
• Materialism
• Social
• Economic factor