Investigation into consumers' purchase intention of counterfeit sporting goods through the theory of planned behaviors - A study in Ho Chi Minh city
Abstract
This study is conducted to investigate the factors that affect consumers’ purchase
intention toward counterfeit sporting goods with the case in Ho Chi Minh city. Based
on the Theory of Planned Behaviors and two extended variable including Price-Quality
Inference and Risk Averseness, it is concluded from the study that Attitude, Subjective
Norms has positive influence on consumer’s Purchase Intention toward CSGs while
Risk Averseness has negative influence on Attitude. These findings may assist sport
brand owners and government agencies in understanding the current issue of Vietnam’s
counterfeit market and developing effective anti-counterfeit policy to prevent criminal
sales of counterfeit products. The analysis includes the sample of 250 participants living
in Ho Chi Minh city, Vietnam.