doi:10.5539/ijms.v5n4p143 URL: http://dx.doi.org/10.5539/ijms.v5n4p143
Abstract
The aim of the present research study is to examine the influence of antecedents of attitudes towards
counterfeiting products of Indonesian consumers and its relationship to purchase intention of counterfeit

products. The research mainly discussed the effect of social factors and personality factors towards consumer
attitudes to buy counterfeit product, in this context is handbags. Approximately 250 respondents aged from
16-40 participated to give response for the survey gathered from questionnaire distribution. The analysis using
path coefficient analysis show that social and personality factors has mostly significant impact towards attitudes.
The study concluded that the more positive attitude of consumers towards counterfeit products will further
strengthen the purchasing intentions while the higher the status of a consumers’ consumption will not affect any
change to both their attitude and willingness to purchase counterfeit products.
Keywords: social factors, personality factors, attitudes towards counterfeiting products, purchase intention,
status consumption

یک مطلب دیگر :

1. Introduction
Counterfeiting, the production and sale of fake products that seem identical to the original product, has been
mushrooming across the globe and recently growth in dangerous level (Penz & Stottinger, 2005). Furthermore,
Indonesia is among several offenders mentioned in a US report targeting the world’s worst piracy offenders who
will soon see their illegal market overtaken by the Internet, which is increasingly the sales medium instead of
shopping mall stalls and street carts (Jakarta Globe, accessed on October 15, 2012). According to U.S. Customs
and Border Protection Office of International Trade (2007), 70 percent of counterfeited goods belong to fashion
goods, such as handbags, watches, jewelry, shoes, clothes, hats, sunglasses, and perfume.
The current collective buying behavior shows a high demand for luxury brands product by shoppers at many
different social classes. Consumers have increased their awareness about design and have begun to expect high
style (Kay, 1990). Consumers who are buying luxury brands products may be described as self-conscious and
they were especially concerned about the impression they make (Penz & Stottinger, 2005). Fashion counterfeit
products are believed to carry a high image and the prestige connected to a well-known brand name. The
similarities in appearance, quality, and image created by the counterfeited version compared to the original