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Determining The Factors Affecting Consumers’ Purchase Intention For Counterfeit Products: A Research On Garment Industry

Year 2020, Volume: 9 Issue: 2, 236 - 268, 30.09.2020

Burak Yaprak , Dilşad Güzel

Abstract

The aim of this paper is to determine factors that affect consumers’ purchase intention for counterfeit goods. History of counterfeiting, growth reasons, results of counterfeiting and last but not least, counterfeiting as a phenomenon are treated firstly. Secondly, data collected by face-to-face surveys from consumers in Istanbul are analyzed in the framework of the reasearch model. The variables and dimensions remaining in the research model are examined in order to measure presumptive effects on the consumers’ intention to purchase counterfeit goods. For this purpose, effects analyzes are carried out.

Keywords

Counterfeiting counterfeit purchase intention consumer related factors social related factors product related factors

References

  • Albers-Miller, N. D. (1999). Consumer misbehavior: why people buy illicit goods. Journal of Consumer Marketing, 16(3), 273-287.
  • Altuna, O. K., Siğirci, Ö., Arslan, F. M. (2013). Segmenting women fashion magazine readers based on reasons of buying, fashion involvement and age: A study in the Turkish market. Journal of Global Fashion Marketing, 4(3), 175-192.
  • Ang, S.H. (2000). The influence of physical, beneficial and image properties on responses to parallel imports. International Marketing Review, 17(6), 509-524.
  • Arnould, E. J., Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882.
  • Bamossy, G., Scammon, D. L. (1985). Product counterfeiting: consumers and manufacturers beware. ACR North American Advances, 12(1), 334-339.
  • Baudrillard, J. (2015), Tüketim toplumu: söylenceleri/yapıları. (Çev. Şenel, A.) İstanbul: Ayrıntı Yayınları, 1970.
  • Bauer, R. A. (1960). Consumer behavior as risk taking. In Proceedings of the 43rd National Conference of the American Marketing Assocation, June 15, 16, 17, Chicago, Illinois, 1960.
  • Bearden, W. O., Netemeyer, R. G., Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473-481.
  • Bian, X. (2006). An examination of factors influencing the formation of the consideration set and consumer purchase intention in the context of non-deceptive counterfeiting (Doctoral dissertation, University of Glasgow), Glasgow.
  • Celsi, R. L., Rose, R. L., Leigh, T. W. (1993). An exploration of high-risk leisure consumption through skydiving. Journal of Consumer Research, 20(1), 1-23.
  • Chaudhry, P. E., Zimmerman, A. (2009). The economics of counterfeit trade: Governments, consumers, pirates and intellectual property rights. Springer Science & Business Media.
  • Chiu, W., Leng, H. K. (2016). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing and Logistics, 28(1), 23-36.
  • Davis, L. L., Lennon, S. J. (1985). Self-monitoring, fashion opinion leadership, and attitudes toward clothing. Psychology of Fashion, 1985, 177-182.
  • De Matos, C.A., Ituassu C.T., Rossi, C. A. V. (2007). Consumer attitudes toward counterfeits: a review and extension. Journal of Consumer Marketing, 24(1), 36-47.
  • Fishbein, M., Ajzen, I. (1975). Belief, attitude, intention and behavior: Introduction to theory and research, Addison-Wesley, Reading, MA. (Buradan erişildi: https://people.umass.edu/aizen/f&a1975.html)
  • Fitzmaurice, J. (2005). Incorporating consumers' motivations into the theory of reasoned action. Psychology & Marketing, 22(11), 911-929.
  • Freud, S. (1959). The question of lay analysis. The Standard Edition of the Complete Psychological Works of Sigmund Freud, Volume XX (1925-1926): An Autobiographical Study, Inhibitions, Symptoms and Anxiety, The Question of Lay Analysis and Other Works, 177-258.
  • Gegez, A. E. (2007). Pazarlama araştırmaları. İstanbul: Beta Basım Yayım Dağıtım AŞ.
  • Ghazali, Z. (2010). The influence of socialization agents and demographic profiles on brand consciousness. International Journal of Management and Marketing Research, 4(1), 19-29.
  • Grossman, G. M., Shapiro, C. (1988). Foreign counterfeiting of status goods. The Quarterly Journal of Economics, 103(1), 79-100.
  • Huang, J. H., Lee, B. C., & Ho, S. H. (2004), Consumer attitude toward gray market goods. International Marketing Review, 21(6), 598-614.
  • IACC (International Anti-Counterfeiting Coalition): 2008 Facts on fakes. http://www.iccwbo.org/resources/Facts_on_fakes.pdf. Erişim Tarihi: 03/02/2020)
  • Kim, H., & Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: Application of the theory of planned behavior. Clothing and Textiles Research Journal, 28(2), 79-94.
  • Kohlberg L. (1976). Moral Stages And Moralization: The Cognitive Developmental Approach. T. Lickona (Ed.). Moral Development And Behavior: Theory, Research And Social Issues. New York: Holt, Rinehart & Winston.
  • Lai, K. K. Y., Zaichkowsky, J. L. (1999). Brand imitation: do the Chinese have different views?. Asia Pacific Journal of Management, 16(2), 179-192.
  • Lefkoff-Hagius, R., Mason, C. H. (1993). Characteristic, beneficial, and image attributes in consumer judgments of similarity and preference. Journal of Consumer Research, 20(1), 100-110.
  • McDonald, G., & Roberts, C. (1994). Product piracy: The problem that will not go away. Journal of Product & Brand Management, 3(4), 55-65.
  • Moisio, R., Arnould, E. J. (2005). Extending the dramaturgical framework in marketing: Drama structure, drama interaction and drama content in shopping experiences. Journal of Consumer Behaviour: An International Research Review, 4(4), 246-256.
  • Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., Starr C., Richards, L. (2007). The fashion‐conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102-108.
  • Nia, A., & Zaichkowsky, J. L. (2000). Do counterfeits devalue the ownership of luxury brands?. Journal of Product & Brand Management, 9(7), 485-497.
  • Penz, E., Stottinger, B. (2005). Forget the Areal@ thingbtake the copy! An explanatory model for the volitional purchase of counterfeit products, in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 568-575.
  • Perez, M., E., Castaño, R., Quintanilla, C. (2010). Constructing identity through the consumption of counterfeit luxury goods. Qualitative Market Research: An International Journal, 13(3), 219-235.
  • Phau, I., Teah, M., (2009). Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15-27.
  • Rokeach, M. (1973). The nature of human values. Free press.
  • Sharma, P., & Chan, R. Y. (2011). Counterfeit proneness: Conceptualisation and scale development. Journal of Marketing Management, 27(5-6), 602-626.
  • Smith, S., Fisher, D., & Cole, S. J. (2007), The lived meanings of fanaticism: understanding the complex role of labels and categories in defining the self in consumer culture. Consumption, Markets and Culture, 10(2), 77-94.
  • Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30(4), 526.
  • Snyder, M., Cantor, N., (1980). Thinking about ourselves and others: Self-monitoring and social knowledge. Journal of Personality and Social Psychology, 39(2), 222.
  • Sprotles, G. B., Kendall, E. L., (1986). A methodology for profiling consumers' decision-making styles, The Journal of Consumer Affairs, 20 (Winter): 267–279.
  • Steenhaut, S., Van Kenhove, P., (2006). An empirical investigation of the relationships among a consumer’s personal values, ethical ideology and ethical beliefs. Journal of Business Ethics, 64(2), 137-155.
  • Sullivan, L. A., Harnish, R. J., (1990). Body image: Differences between high and low self-monitoring males and females. Journal of Research in Personality, 24(3), 291-302.
  • Tehranipoor, M. M., Guin, U., Forte, D. (2015). Counterfeit integrated circuits. In Counterfeit Integrated Circuits (15-36). Springer, Cham.
  • Tom, G., Garibaldi, B., Zeng, Y., Pilcher, J. (1998). Consumer demand for counterfeit goods. Psychology & Marketing, 15(5), 405-421.
  • Türk Dil Kurumu http://www.tdk.gov.tr, çevrimiçi, Erişim: 03/02/2020
  • Veblen, T. (1922), The Theory of the Leisure Class. London. George Allen (Buradan erişildi: http://shifter-magazine.com/wp-content/uploads/2015/05/thorstein-veblen-the-theory-of-the-leisure-class.pdf)
  • Wee, C. H., Ta, S. J., & Cheok, K. H. (1995). Non-price determinants of intention to purchase counterfeit goods: An exploratory study. International Marketing Review, 12(6), 19-46.
  • Yolaç, G. (2011). Consumerism: literatür tarama, T.C. Marmara Üniversitesi Sosyal Bilimler Enstitüsü Hakemli Dergisi - Öneri, 9, 159-162.
  • Yoo, B., Lee, S.H., (2009). Buy genuine luxury fashion products or counterfeits?, Advances in Consumer Research, 36, 280-286.
  • Zahari, A. R., Esa, E., Danial, N. A. A., (2016). Factors that Influence University Students to Purchase Intentions or Not to Purchase
  • Intentions of Counterfeit Products. International Journal of Business, 1(2), 23-45.
  • Zeithaml, V. A., (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.

Tüketicilerin Taklit Ürün Satın Alma Niyetini Etkileyen Faktörlerin Belirlenmesi: Hazır Giyim Sektörü Üzerine Bir Araştırma

Year 2020, Volume: 9 Issue: 2, 236 - 268, 30.09.2020

Burak Yaprak , Dilşad Güzel

Abstract

Bu çalışmanın amacı, tüketicilerin taklit ürün satın alma niyetini etkileyen faktörlerin belirlenmesidir. Çalışmada ilk olarak, yalnızca modern dönemde değil antik dönemlerde dahi varlığını sürdüren taklitçilik olgusu, taklitçilik faaliyetlerinin tarihçesi, büyüme sebepleri ve sonuçları tartışılmaktadır. İkinci olarak, İstanbul’da tüketicilerden yüz yüze anket yöntemiyle toplanan veriler, kurulan araştırma modeli çerçevesinde çeşitli analizlere tabi tutulmaktadır. Son olarak ise analizler sonucunda araştırma modelinde yer alan değişkenlerin, tüketicilerin taklit ürün satın alma niyetleri üzerindeki etkisini ölçmek amacıyla etki analizleri yapılmaktadır.

Keywords

Taklitçilik taklit ürün satın alma niyeti tüketiciye ilişkin faktörler sosyal faktörler ürüne ilişkin faktörler

References

  • Albers-Miller, N. D. (1999). Consumer misbehavior: why people buy illicit goods. Journal of Consumer Marketing, 16(3), 273-287.
  • Altuna, O. K., Siğirci, Ö., Arslan, F. M. (2013). Segmenting women fashion magazine readers based on reasons of buying, fashion involvement and age: A study in the Turkish market. Journal of Global Fashion Marketing, 4(3), 175-192.
  • Ang, S.H. (2000). The influence of physical, beneficial and image properties on responses to parallel imports. International Marketing Review, 17(6), 509-524.
  • Arnould, E. J., Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882.
  • Bamossy, G., Scammon, D. L. (1985). Product counterfeiting: consumers and manufacturers beware. ACR North American Advances, 12(1), 334-339.
  • Baudrillard, J. (2015), Tüketim toplumu: söylenceleri/yapıları. (Çev. Şenel, A.) İstanbul: Ayrıntı Yayınları, 1970.
  • Bauer, R. A. (1960). Consumer behavior as risk taking. In Proceedings of the 43rd National Conference of the American Marketing Assocation, June 15, 16, 17, Chicago, Illinois, 1960.
  • Bearden, W. O., Netemeyer, R. G., Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473-481.
  • Bian, X. (2006). An examination of factors influencing the formation of the consideration set and consumer purchase intention in the context of non-deceptive counterfeiting (Doctoral dissertation, University of Glasgow), Glasgow.
  • Celsi, R. L., Rose, R. L., Leigh, T. W. (1993). An exploration of high-risk leisure consumption through skydiving. Journal of Consumer Research, 20(1), 1-23.
  • Chaudhry, P. E., Zimmerman, A. (2009). The economics of counterfeit trade: Governments, consumers, pirates and intellectual property rights. Springer Science & Business Media.
  • Chiu, W., Leng, H. K. (2016). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing and Logistics, 28(1), 23-36.
  • Davis, L. L., Lennon, S. J. (1985). Self-monitoring, fashion opinion leadership, and attitudes toward clothing. Psychology of Fashion, 1985, 177-182.
  • De Matos, C.A., Ituassu C.T., Rossi, C. A. V. (2007). Consumer attitudes toward counterfeits: a review and extension. Journal of Consumer Marketing, 24(1), 36-47.
  • Fishbein, M., Ajzen, I. (1975). Belief, attitude, intention and behavior: Introduction to theory and research, Addison-Wesley, Reading, MA. (Buradan erişildi: https://people.umass.edu/aizen/f&a1975.html)
  • Fitzmaurice, J. (2005). Incorporating consumers' motivations into the theory of reasoned action. Psychology & Marketing, 22(11), 911-929.
  • Freud, S. (1959). The question of lay analysis. The Standard Edition of the Complete Psychological Works of Sigmund Freud, Volume XX (1925-1926): An Autobiographical Study, Inhibitions, Symptoms and Anxiety, The Question of Lay Analysis and Other Works, 177-258.
  • Gegez, A. E. (2007). Pazarlama araştırmaları. İstanbul: Beta Basım Yayım Dağıtım AŞ.
  • Ghazali, Z. (2010). The influence of socialization agents and demographic profiles on brand consciousness. International Journal of Management and Marketing Research, 4(1), 19-29.
  • Grossman, G. M., Shapiro, C. (1988). Foreign counterfeiting of status goods. The Quarterly Journal of Economics, 103(1), 79-100.
  • Huang, J. H., Lee, B. C., & Ho, S. H. (2004), Consumer attitude toward gray market goods. International Marketing Review, 21(6), 598-614.
  • IACC (International Anti-Counterfeiting Coalition): 2008 Facts on fakes. http://www.iccwbo.org/resources/Facts_on_fakes.pdf. Erişim Tarihi: 03/02/2020)
  • Kim, H., & Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: Application of the theory of planned behavior. Clothing and Textiles Research Journal, 28(2), 79-94.
  • Kohlberg L. (1976). Moral Stages And Moralization: The Cognitive Developmental Approach. T. Lickona (Ed.). Moral Development And Behavior: Theory, Research And Social Issues. New York: Holt, Rinehart & Winston.
  • Lai, K. K. Y., Zaichkowsky, J. L. (1999). Brand imitation: do the Chinese have different views?. Asia Pacific Journal of Management, 16(2), 179-192.
  • Lefkoff-Hagius, R., Mason, C. H. (1993). Characteristic, beneficial, and image attributes in consumer judgments of similarity and preference. Journal of Consumer Research, 20(1), 100-110.
  • McDonald, G., & Roberts, C. (1994). Product piracy: The problem that will not go away. Journal of Product & Brand Management, 3(4), 55-65.
  • Moisio, R., Arnould, E. J. (2005). Extending the dramaturgical framework in marketing: Drama structure, drama interaction and drama content in shopping experiences. Journal of Consumer Behaviour: An International Research Review, 4(4), 246-256.
  • Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., Starr C., Richards, L. (2007). The fashion‐conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102-108.
  • Nia, A., & Zaichkowsky, J. L. (2000). Do counterfeits devalue the ownership of luxury brands?. Journal of Product & Brand Management, 9(7), 485-497.
  • Penz, E., Stottinger, B. (2005). Forget the Areal@ thingbtake the copy! An explanatory model for the volitional purchase of counterfeit products, in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 568-575.
  • Perez, M., E., Castaño, R., Quintanilla, C. (2010). Constructing identity through the consumption of counterfeit luxury goods. Qualitative Market Research: An International Journal, 13(3), 219-235.
  • Phau, I., Teah, M., (2009). Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15-27.
  • Rokeach, M. (1973). The nature of human values. Free press.
  • Sharma, P., & Chan, R. Y. (2011). Counterfeit proneness: Conceptualisation and scale development. Journal of Marketing Management, 27(5-6), 602-626.
  • Smith, S., Fisher, D., & Cole, S. J. (2007), The lived meanings of fanaticism: understanding the complex role of labels and categories in defining the self in consumer culture. Consumption, Markets and Culture, 10(2), 77-94.
  • Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30(4), 526.
  • Snyder, M., Cantor, N., (1980). Thinking about ourselves and others: Self-monitoring and social knowledge. Journal of Personality and Social Psychology, 39(2), 222.
  • Sprotles, G. B., Kendall, E. L., (1986). A methodology for profiling consumers' decision-making styles, The Journal of Consumer Affairs, 20 (Winter): 267–279.
  • Steenhaut, S., Van Kenhove, P., (2006). An empirical investigation of the relationships among a consumer’s personal values, ethical ideology and ethical beliefs. Journal of Business Ethics, 64(2), 137-155.
  • Sullivan, L. A., Harnish, R. J., (1990). Body image: Differences between high and low self-monitoring males and females. Journal of Research in Personality, 24(3), 291-302.
  • Tehranipoor, M. M., Guin, U., Forte, D. (2015). Counterfeit integrated circuits. In Counterfeit Integrated Circuits (15-36). Springer, Cham.
  • Tom, G., Garibaldi, B., Zeng, Y., Pilcher, J. (1998). Consumer demand for counterfeit goods. Psychology & Marketing, 15(5), 405-421.
  • Türk Dil Kurumu http://www.tdk.gov.tr, çevrimiçi, Erişim: 03/02/2020
  • Veblen, T. (1922), The Theory of the Leisure Class. London. George Allen (Buradan erişildi: http://shifter-magazine.com/wp-content/uploads/2015/05/thorstein-veblen-the-theory-of-the-leisure-class.pdf)
  • Wee, C. H., Ta, S. J., & Cheok, K. H. (1995). Non-price determinants of intention to purchase counterfeit goods: An exploratory study. International Marketing Review, 12(6), 19-46.
  • Yolaç, G. (2011). Consumerism: literatür tarama, T.C. Marmara Üniversitesi Sosyal Bilimler Enstitüsü Hakemli Dergisi - Öneri, 9, 159-162.
  • Yoo, B., Lee, S.H., (2009). Buy genuine luxury fashion products or counterfeits?, Advances in Consumer Research, 36, 280-286.
  • Zahari, A. R., Esa, E., Danial, N. A. A., (2016). Factors that Influence University Students to Purchase Intentions or Not to Purchase
  • Intentions of Counterfeit Products. International Journal of Business, 1(2), 23-45.
  • Zeithaml, V. A., (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
There are 51 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Burak Yaprak 0000-0001-9831-0813

Dilşad Güzel 0000-0003-1421-7692

Publication Date September 30, 2020
Published in Issue Year 2020 Volume: 9 Issue: 2

Cite

APA Yaprak, B., & Güzel, D. (2020). Tüketicilerin Taklit Ürün Satın Alma Niyetini Etkileyen Faktörlerin Belirlenmesi: Hazır Giyim Sektörü Üzerine Bir Araştırma. Kırklareli Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 9(2), 236-268.
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