The Role of Product Involvement, Knowledge, and Perceptions in Explaining Consumer Purchase Behaviour of Counterfeits: Direct and Indirect Effects

Abstract

This research examines the direct and indirect relationships (mediator and moderator effects) between product involvement, product knowledge, and perception on purchase intention of counterfeits in the context of nondeceptive counterfeiting. Results suggest that (1) perception is not a mediator of the effects of involvement/knowledge on purchase intention, (2) evidence of involvement as a moderator does not exist, (3) involvement/knowledge has no significant influence on counterfeit purchase intention, and (4) three out of seven dimensions of counterfeit perception are significantly influential on counterfeit purchase intention, with brand personality dimension appearing to have more explanatory power than the other two dimensions.

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