Purchasing Motivations Toward Counterfeit Luxury Goods on E-marketplaces

This research is designed to study consumers’ purchasing attitudes to counterfeit luxury goods on electronic marketplaces (e-marketplaces). And two research hypotheses are proposed in this research. Based on data analysis of 243 samples, this study explores the dimensions of consumer attitudes (morality and law, accessibility, burden-bearing, function effectiveness, economical efficiency) and motivations (conspicuous psychology, rebel psychology, social identity, self-enjoying and cost performance) to luxury counterfeit goods on e-marketplaces. It is found that the major reasons for consumers to choose e-business channels to buy luxury counterfeits are convenience, information acquisition, product and service. In particular, the findings indicate that online consumers’ attitudes toward luxury counterfeit products significantly impact purchasing motivation; online consumers’ attitudes and motivations positively impact purchasing intention.