Antecedents and Consequence of Attitude Towards Counterfeit Sneaker Product

Abstract

Sneakers market, Consumer attitude, Counterfeit products, intention to purchase. Abstract This research investigates determinants that influence on consumers attitude towards counterfeit sneaker products and behavioral intention to purchase them. The indicators that reference in this research are involving Brand Image, Value, Social Influence, Personal Gratification, and Attitude. The study is based on a random sample of 300 respondents who live in Jogjakarta, Indonesia. After conducting this research, the researchers found that brand image have a positive impact on consumer attitude towards counterfeit sneaker products. Value consciousness have a positive impact on consumer attitude towards counterfeit sneaker products. Social influence have a positive impact on consumer attitude towards counterfeit sneaker products. However personal gratification have a negative impact on consumer attitude towards counterfeit sneaker products. On the other hand attitude has a positive impact on behavioral intention towards counterfeit sneaker products.