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    A Goal-Striving Model for Consumers' Deliberate Counterfeit-Consumption Behavior

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    Author
    Wu, Jiayun
    Issue Date
    2011
    Keywords
    counterfeit detection
    goal-directed behavior
    theory of planned behavior
    Family & Consumer Sciences
    action desire
    counterfeit
    Advisor
    Bhappu, Anita D.
    Helm, Sabrina V.
    
    Metadata
    Show full item record
    Publisher
    The University of Arizona.
    Rights
    Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
    Embargo
    Release January 1st, 2021
    Abstract
    Counterfeit consumption is becoming widespread, developing into a problem of international significance. In an attempt to develop a refined understanding of the motivations and decision-making processes of consumers' deliberate counterfeit-consumption behavior, this empirical study not only integrates the theory of planned behavior and insights from self-regulatory theories, but also extends these theories by re-conceptualizing the relationships among key constructs with the inclusion of action desire. This research also introduces and integrates a new construct, namely consumers' Perceived Counterfeit Detection (PCD) by important others.Using a combination of qualitative and quantitative methods consisting of in-depth interviews and a self-administered paper questionnaire, this research empirically tested a proposed goal-striving model for deliberate counterfeit-consumption behavior, using structural equations modeling. Results demonstrated PCD's existence and supported a refined goal-striving model, based upon which effective strategies to decrease consumer's counterfeit consumption are discussed.
    Type
    text
    Electronic Dissertation
    Degree Name
    Ph.D.
    Degree Level
    doctoral
    Degree Program
    Graduate College
    Family & Consumer Sciences
    Degree Grantor
    University of Arizona
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