Determination of Factors Affecting Consumers' Attitudes and Intentions Towards Purchasing Counterfeit Products: A Quantitative Research

Year 2020, Volume: 11 Issue: 1, 154 - 170, 02.03.2020

Mehmet Ozan Karahan , Fatih Sahin

Abstract

The primary purpose of this study is to determine the variables that affect the attitudes and intentions of consumers to purchase counterfeit products. In this context, the effect of social status, previous experience, ethical awareness, low price, and perceived risk variables on consumers' purchase of counterfeit products investigated. The data of research was collected face-to-face questionnaires by using a convenience sampling method. The population of the research is the consumers in Turkey older than 18 years old. A total of 340 valid data analyzed and structural equation modeling used to analyze the data and the test research hypotheses. The result of the study shows that perceived risk and experience factors have a significant effect on the attitudes of consumers towards the purchase of counterfeit products. In contrast, social status, ethical awareness, and low-price factors have no significant effect. Additionally, the findings show that the attitudes and past experiences of individuals towards purchasing counterfeit products affected their intentions towards counterfeit products.

Keywords

Counterfeit Product, Previous Experience, Perceived Risk, Attitude, Intention, Structural Equation Modeling.

Tüketicilerin Taklit Ürün Satın Alma Tutumlarını ve Niyetlerini Etkileyen Faktörlerin Belirlenmesi: Nicel Bir Araştırma

Abstract

Bu çalışmanın temel amacı, tüketicilerin taklit ürün satın alma tutumları ve niyetleri üzerinde etkisi olan değişkenlerin belirlenmesidir. Bu kapsamda sosyal statü, geçmiş deneyim, etik bilinci, düşük fiyat ve algılanan risk değişkenlerinin tüketicilerin taklit ürün satın alma üzerindeki etkisi araştırılmış ve tüketicilerin bakış açıları ortaya konulmaya çalışılmıştır. Araştırmada veriler yüz yüze anketle kolayda örnekleme yöntemi kullanılarak toplanmıştır. Araştırmanın ana kütlesini Türkiye’deki 18 yaşından büyük tüketiciler oluşturmaktadır. Toplam 340 geçerli veri ile analizler gerçekleştirilmiştir. Verilerin analizi ve araştırma hipotezlerinin testi için yapısal eşitlik modellemesi kullanılmıştır. Araştırma sonucunda tüketicilerin taklit ürün satın almaya yönelik tutumları üzerinde algılanan risk ve geçmiş deneyim faktörlerinin anlamlı etkisi olduğu görülürken, sosyal statü, etik bilinci ve düşük fiyat faktörlerinin ise anlamlı etkisinin olmadığı görülmüştür. Bireylerin, taklit ürün satın almaya yönelik tutumlarının ve geçmiş deneyimlerinin, taklit ürüne yönelik niyetlerini de anlamlı düzeyde etkilediği ulaşılan bulgular arasındadır.

Keywords

Taklit Ürün, Geçmiş Deneyim, Algılanan Risk, Tutum, Niyet, Yapısal Eşitlik Modellemesi.

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