Studying the Factors Affecting Consumers Complicity with Counterfeit Products

Abstract

Manufacturing and using counterfeit products has seriously damaged industries worldwide. Consciously complicity of consumers in buying these products is an interesting issue which on the light of its impression on economies and operation continuity of businesses, necessitates more investigation. Thus, thus study aims for investigating factors affecting consumer complicity in buying and consuming counterfeits. To this end, a questionnaire survey of students in management universities was conducted using random simple sampling. 385 questionnaires received and analyzed through descriptive statistics and structural equation modeling. Results showed that hedonic shopping experience and perceived quality affects positively consumer complicity. But collectivism and ethical consideration do not lay any influence on consumer complicity.