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The aim of this study was to find the factors that influence the students’ attitude towards
counterfeit fashion luxurious products in Hyderabad, Pakistan. It has been observed that
students maintain their social status within the university by purchasing branded but, due to
insufficient income leads them to counterfeit products such as Adidas shoes so on. The
Primary data has been collected through a survey by distributing questionnaires (face to face)
to university students, a total of 330 respondents participated in this research. For the
analysis, various statistical tests were performed data such as Factor analysis, Reliability
Analysis, and Regression Analysis testing hypothesis in SPSS version 18 and AMOS
version 24. Findings revealed that all study variables such as Novelty Seeking, Social
Influence, and Social Consumption are mediating by Purchase Intention for consumer’s
attitudes towards counterfeiting fashion products and partial mediation revealed of these
variables. However, university students buy more counterfeits products due to Social
Consumption as compare to other factors because the standardized beta value of Social
Consumption revealed greater than other variables of this study. Previous scholars measured
consumer attitude towards counterfeiting fashion products in terms of female and working
men. This study will give insights into university students and Purchase Intention is used as
a mediator.
kramuddin Junejo, Jan Muhammad, Sumaiyah Hassan Ali, Saba Qureshi, Saeed Ahmed Shaikh. (2020) A Study of Consumer Attitude Towards Counterfeit Fashion Luxurious Products: The Mediating role of Purchase Intension , Sukkur IBA Journal of Management and Business , Volume 7, Issue 1.
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