| dc.description.abstract | In Vietnam market, selling and buying counterfeit fashion products, especially handbags are serious problems and have complicated movements in current years. Therefore, the research “Factors influencing the customer‟s purchase intention on counterfeit fashion products in Ho Chi Minh City: The case of luxury handbags” was conducted in order to figure find out which elements impacting on customers‟ purchase intention and importance level of each factors. Based on these things, some suggestions and recommendations was given so that readers can get benefits for their future researches from this study.
The period to do this research was from September 2015 to December 2015, following the procedure that is shown in the research process (Figure 6). In literature review, based on Theory of Reasoned Action (Fishbein and Ajzen, 1975) and some propose models for customer buying intention to buy counterfeits of Phau et al, (2009); Ha, S and Lennon (2006); and Hernan et al (2012), the conceptual model for this research was conducted with 7 elements.
Then, quantitative approach was applied in this study with 322 valid responses. After analyzing by SPSS 16, the result showed that all six proposed factors affect to customer‟s purchase intention. In more specific, there are positive relationship between Customer‟s Purchase Intention and Value Consciousness, Ethic, Attitude and Social Dimension while Personal Gratification and Brand Loyalty are negative relationship with buying intention. | en_US |
