publication . Article . 2015

Is That a Nike? The Purchase of Counterfeit Sporting Goods through the Lens of the Theory of Planned Behavior

Weisheng Chiu;
Open Access English
  • Published: 01 Apr 2015 Journal: Choregia (issn: 1791-4027, Copyright policy)
  • Publisher: Greek Center for Sport Science Research
Abstract
The purpose of this study was to examine the consumer behavior related to the purchase of counterfeit sporting goods (CSGs) based on the theory of planned behavior. The results showed that consumers’ attitude, subjective norm, and brand consciousness were predictive of purchase intention, whereas perceived behavioral control had no influence on purchase intention. Moreover, both risk averseness and sport involvement negatively led to consumers’ attitude toward CSGs. The paper ends with a discussion on the theoretical and practical contributions of this study towards the purchase of CSGs.
Subjects
free text keywords: Counterfeit goods, theory of planned behavior, risk averseness, brand consciousness, sports apparels, Sports, GV557-1198.995
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publication . Article . 2015

Is That a Nike? The Purchase of Counterfeit Sporting Goods through the Lens of the Theory of Planned Behavior

Weisheng Chiu;