Determinants of purchase luxury counterfeit products in social commerce: The mediating role of compulsive internet use
Institution:
1. Department of Information Technology, Georgia Southern University, P.O. Box 8150, Statesboro, GA 30460, United States;2. Department of Information Systems, Virginia Commonwealth University, 301 W. Main St., P. O. Box 844000, Richmond, VA 23284-4000, United States;1. Kogod School of Business, American University, Washington, DC 20016, USA;2. Carlson School of Management, University of Minnesota, Minneapolis, MN 55455, USA;1. Department of Marketing and Entrepreneurship, Merrick School of Business, University of Baltimore, United States;2. Department of Marketing, The Eli Broad Graduate School of Management, N370 North Business Complex, Michigan State University, East Lansing, MI 48824, United States;1. School of Business, Pusan National University, South Korea;2. Telfer School of Management, University of Ottawa, Canada
Abstract:
Research on counterfeit purchase intention has attracted enough attention, and a number of studies have investigated various determinants of luxury counterfeit purchase intention in the offline context. However, less attention has focused on the underlying mechanism of the attitude toward luxury counterfeit purchase intention in the social commerce context. Moreover, extant literature has focused on the influence of compulsive internet use (CIU) on psychological well-being. Based on flow theory, this study examines the mediating role of CIU in the relationship between influencing factors (such as materialism, novelty-seeking behavior, and hedonic benefits) and consumers’ attitudes toward luxury counterfeit products. Additionally, the moderating role of product conspicuousness and positive online reviews also examined the direct effects. Data were collected from active online users of Taobao.com. Results show that materialism and novelty-seeking behavior are significantly related to CIU and subsequently influence the attitude toward luxury counterfeit goods. Furthermore, product conspicuousness and positive online reviews have moderated the direct effect of the conceptual framework. Therefore, the current research contributes to the existing literature by addressing the mediating CIU and moderating (product conspicuousness and positive online reviews) factors that played a significant role in promoting counterfeit purchase intention, comparing the direct effect to promote the counterfeit purchase intention. Theoretical and practical implications are discussed in detail.
