Factors that affect the consumer's purchasing attention toward pirated books on listed e-commerce websites - The case of pirated books are sold widely on Lazada, Sendo, Shopee with the mediation of the attitude toward purchasing pirated books

Abstract

Purpose The raises of e-commerce stores which sell pirated books on big ecommerce sites created the need for studying behavior pattern of customers toward pirated books with discount prices. This research aims to test the influences of social determinants,individual motivations and individual deterrents toward the purchase intention of book on listed e-commerce websites include Lazada, Sendo and Shopee. Design/methodology/approach This paper will apply and adapt the conceptual model from another research which is related to counterfeit products and it will be conducted using qualitative method to get background information and quantitative method to examine the conceptual framework. Findings: The finding will reveal factors which have significant influence to the pirated book purchasing intention on the listed websites and how strong people’s trust toward e-commerce sites with the fact that they have been sold pirated books for a long time and got huge revenues. Practical implication: The research will raise the awareness of people about pirated book problem on the listed e-commerce website as well as helping the authentic book suppliers and policy makers to have congruous actions to reduce the flowing amount of replica books and improve the copyright awareness from our citizens. This research will also help the marketer who working for local book brands have a more specific view about the consumer which implies better branding strategies. Originality/value : There are many researches about counterfeit products have been conducted in Vietnam. However, those are usually offer a general look about the market. This paper will give a specific view in the e-commerce book market and open more research problems. Research limitations: The research is managed to investigate the three big e-commerce companies ,which are cited on many newspapers only , include Sendo, Lazada and Shopee . In addition, the survey will be carried out no more than Ho Chi Minh City area. The biggest gap of the paper is that it will not show the specific data to imply how book brand run their branding campaign. It only implies general way that brand should follow in the situation of pirated books on e-commerce. For example, the paper will mention about perceived quality but do not show specifically about the product attributes. To have the more specific plans, the brands should conduct further research based on its own available resources. Moreover, because of pirated books are sold along with authentic books, it is very difficult to measure about the type of target consumer for the research . Both deceptive customers ( people who bought pirated books by chance and did not know whether their books are pirated or not) and non-deceptive customers ( people who bought pirated books on purpose ) will still had the possibility to purchase real book in the past because the proof which First News announced that 100% books on the listed websites are pirated has not been seriously considered. Therefore, the paper will only consider the case that all the respondents are non-deceptive customers who bought pirated books on purposes.