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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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