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College Students’ Purchase Intention for Counterfeit Sport Shoes

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  • Ching-Hui Lin

    (Office of Physical Education of Yuan Ze University in Taiwan, R.O.C.)

Abstract

The purpose of this study is to analyze the intention of college students to purchase counterfeit sports shoes, with needs, information search, price, brand awareness, and the price performance ratio as the analysis factors. This study adopted a random sampling method to survey 726 college students in China. The results of the partial least squares (PLS) analysis showed that the college students, regardless of whether they had experience in purchasing counterfeit sport shoes, searched for product information when having the functional needs and symbolic needs for sport shoes. This study shows that after students have conducted a product search, the price, brand awareness, and price-performance ratio affected their purchase intentions. The findings of this study could provide a reference for practical actions to resist counterfeit sport shoes.

Suggested Citation

  • Ching-Hui Lin, 2023. "College Students’ Purchase Intention for Counterfeit Sport Shoes," Business, Management and Economics Research, Academic Research Publishing Group, vol. 9(2), pages 22-28, 09-2023.
    • Handle: RePEc:arp:bmerar:2023:p:22-28
    DOI: /10.32861/bmer.92.22.28
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    References listed on IDEAS

    as
    1. Yoo, Boonghee & Lee, Seung-Hee, 2012. "Asymmetrical effects of past experiences with genuine fashion luxury brands and their counterfeits on purchase intention of each," Journal of Business Research, Elsevier, vol. 65(10), pages 1507-1515.
    2. Camille Grange & Izak Benbasat, 2018. "Opinion seeking in a social network-enabled product review website: a study of word-of-mouth in the era of digital social networks," European Journal of Information Systems, Taylor & Francis Journals, vol. 27(6), pages 629-653, November.
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