Education, Science, Technology, Innovation and Life
Open Access
Sign In

Luxury Counterfeit Conspicuousness, Social Functional Attitude and Luxury Counterfeit Consumption

Download as PDF

DOI: 10.23977/aetp.2019.31006 | Downloads: 30 | Views: 2029


Peng Zhang 1


1 School of Management, Shanghai University, Shanghai 200444, China

Corresponding Author

Peng Zhang


In recent years, in the field of luxury goods consumption, more and more research shows that consumers tend to buy low-conspicuous luxury goods. However, whether this conclusion is applicable to the field of luxury counterfeits is still lack of in-depth theoretical research. Based on the theory of luxury counterfeit conspicuousness and social function attitude, this paper constructs a theoretical model of the relationship between luxury counterfeits, social function attitude and purchase intention. The empirical results show that luxury counterfeit conspicuousness has a significant positive impact on consumers' social function attitudes. At the same time, the research results also found that consumers' social function attitudes significantly affect consumers' willingness to purchase luxury counterfeits, and social function attitudes play a mediating role in the influence of luxury counterfeit conspicuousness on the willingness to purchase luxury counterfeits.


luxury counterfeit conspicuousness, social function attitude, purchase intention


Peng Zhang, Luxury Counterfeit Conspicuousness, Social Functional Attitude and Luxury Counterfeit Consumption, Advances in Educational Technology and Psychology (2019) 3: 26-35. DOI:


[1] Ma yongbin, wang qidong, dong lingli. Cheap superiority: how does social exclusion affect the consumption of new luxury goods [J]. Applied psychology, 2014, 20 (4): 316-22.
[2] Du weiyu, xu weiqing. Influence of power on purchase intention of conspicuous products in Chinese context: mediating effect of face consciousness [J]. Nankai management review, 2014, 17 (5): 83-90.
[3] Shi zhuomin, fan lijie, ye jinfeng. Chinese people's view of face and its impact on consumers' interpretation of luxury advertisements [J]. Nankai management review, 2012, 15 (1): 151-60.
[4] ORDABAYEVA N, CHANDON P. Getting Ahead of the Joneses: When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers [J]. Journal of Consumer Research, 2011, 38 (1): 27-41.
[5] WIEDMANN K-P, HENNIGS N, SIEBELS A. Understanding and measuring luxury value: A multidimensional model of consumers’ luxury perception; proceedings of the American Marketing Association, F, 2007 [C].
[6] WU Z, LUO J, SCHROEDER J E, et al. Forms of inconspicuous consumption: what drives inconspicuous luxury consumption in China? [J]. Marketing Theory, 2017, 17 (4): 491-516.
[7] KAUPPINEN-RäISäNEN H, BJöRK P, LöNNSTRöM A, et al. How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper [J]. Journal of Business Research, 2018, 84 (72-81).
[8] LAI K Y, ZAICHKOWSKY J L. Brand Imitation: Do the Chinese Have Different Views? [J]. Asia Pacific Journal of Management, 1999, 16 (2): 179-92.
[9] NIA A, LYNNE ZAICHKOWSKY J. Do counterfeits devalue the ownership of luxury brands? [J]. Journal of Product & Brand Management, 2000, 9 (7): 485-97.
[10] WILCOX K, KIM H M, SEN S. Why Do Consumers Buy Counterfeit Luxury Brands? [J]. Journal of Marketing Research, 2009, 46 (2): 247-59.
[11] HUNG K P, CHEN A H, PENG N, et al. Antecedents of luxury brand purchase intention [J]. Journal of Product & Brand Management, 2011, 20 (6): 457-67.
[12] HAN Y J, NUNES J C, DRèZE X. Signaling Status with Luxury Goods: The Role of Brand Prominence [J]. Journal of Marketing, 2010, 74 (4): 1547-7185.
[13] EISEND M, SCHUCHERT-GüLER P. Explaining Counterfeit Purchases: A Review and Preview [J]. Academy of Marketing Science Review, 2006, 2006
[14] FIELD J R, BERGIEL B J, BERGIEL E B, et al. Counterfeit Products: Can Consumers Identify the Fakes?; proceedings of the Competition Forum, F, 2008 [C].
[15] LEE S H, YOO B. A Review of the Determinants of Counterfeiting and Piracy and the Proposition for Future Research [J]. Korean Journal of Policy Studies, 2009
[16] CHIU W, LENG H K. Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan [J]. Asia Pacific Journal of Marketing & Logistics, 2016, 28 (1): 23-36.
[17] PENZ E, STöTTINGER B. Corporate image and product similarity—Assessing major demand drivers for counterfeits in a multi-country study [J]. Psychology & Marketing, 2010, 25 (4): 352-81.
[18] O'CASS A, MCEWEN H. Exploring consumer status and conspicuous consumption [J]. Journal of Consumer Behaviour, 2010, 4 (1): 25-39.
[19] TOM G, GARIBALDI B, ZENG Y, et al. Consumer demand for counterfeit goods [J]. Psychology & Marketing, 1998, 15 (5): 405–21.
[20] BIAN X, MOUTINHO L. An investigation of determinants of counterfeit purchase consideration [J]. Journal of Business Research, 2009, 62 (3): 368-78.
[21] WAN W W N, LUK C L, YAU O H M, et al. Do Traditional Chinese Cultural Values Nourish a Market for Pirated CDs? [J]. Journal of Business Ethics, 2009, 88 (1): 185-96.
[22] KATZ D. THE FUNCTIONAL APPROACH TO THE STUDY OF ATTITUDES [J]. Public Opinion Quarterly, 1960, 24 (2): 163-204.
[23] JOHNSON M D. The Differential Processing of Product Category and Noncomparable Choice Alternatives [J]. Journal of Consumer Research, 1989, 16 (3): 300-9.
[24] SMITH M B, BRUNER J S, WHITE R W. Opinions and personality [J]. American Journal of Psychology, 1956, 21 (70): 
[25] DEBONO K G. Investigating the social-adjustive and value-expressive functions of attitudes: Implications for persuasion processes. Journal of Personality and Social Psychology, 52, 279-287 [J]. Journal of Personality & Social Psychology, 1987, 52 (2): 279-87.
[26] GREWAL R, MEHTA R, KARDES F R. The Timing of Repeat Purchases of Consumer Durable Goods: The Role of Functional Bases of Consumer Attitudes [J]. Journal of Marketing Research, 2018, 41 (1): 101-15.
[27] VIGNERON F, JOHNSON L W. Measuring perceptions of brand luxury [J]. Journal of Brand Management, 2004, 11 (6): 484-506.
[28] BIAN Q, FORSYTHE S. Purchase intention for luxury brands: A cross cultural comparison ☆ [J]. Journal of Business Research, 2012, 65 (10): 1443---51.
[29] KULMALA M, MESIRANTA N, TUOMINEN P. Organic and amplified eWOM in consumer fashion blogs [J]. Journal of Fashion Marketing & Management, 2013, 17 (1): 20-37.
[30] CORDELL V V. Counterfeit purchase intentions: Role of lawfulness attitudes and product traits as determinants [J]. Journal of Business Research, 1996, 35 (1): 41-53.

All published work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2016 - 2031 Clausius Scientific Press Inc. All Rights Reserved.