Abstract
This research aims to investigate personal and social factors
that affect the attitude of consumers and also examines the
association of consumers’ attitude towards counterfeit
products with purchase intention. A survey of 400
participants was conducted in the Public Universities of
Lahore district, Pakistan. Factor Analysis (FA) and
Structural Equation Modelling (SEM) were used to test the
hypotheses postulated. The results show that price
consciousness, information susceptibility and status
consumption have a positive influence on consumers’
attitude towards counterfeit products. Normative
susceptibility and novelty seeking have no positive influence
on consumers’ attitude towards counterfeit products.
Attitude towards counterfeit products was also found to have
a significant relationship with purchase intention. Data were
analyzed using the package, Analysis of Moment Structures
(AMOS) and the Statistical Package for the Social Sciences
(SPSS).
Naila Amjad, Hina Mahmood. (2018) Consumer Attitude towards Counterfeit Products in Lahore Using Structural Equation Modelling , Paradigms , Vol 12, Issue 2 .
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