Factors influencing to Gen Z's purchase intention of luxury counterfeits: A mediating role of attitudes toward counterfeits

Abstract

Real - fake are two adjectives that consumers and luxury product manufacturing businesses need to pay attention to every day, especially in the age of technology, where purchasing and producing goods become more and more convenient. The growing society leads to more and more difficult problems. Therefore, the research team carried out this study to discover and measure the factors affecting the purchase intention of luxury counterfeits among Gen Z consumers. At the same time, based on the theoretical basis and the relevant articles domestically and abroad, conducting in-depth research on the influence of the above impacts and testing the proposed research model. The official data source was collected based on survey questionnaires from 290 pupils, students and employees in the age of Gen Z in Ho Chi Minh City (HCMC). The research team used data analysis methods including reliability analysis -Cronbach's alpha and composite reliability, average variance extracted (AVE), discriminant value - Heterotrait-Monotrait (HTMT) ratio, used to test the scales, evaluate the structural model through the coefficients VIF, 𝑅 2, f 2 uses regression to test the model and hypotheses. The study proposed and analyzed the impact of 6 factors: (1) Value Consciousness, (2) Ethical Consciousness, (3) Integrity, (4) Materialism, (5) Information Susceptibility, and ultimately mediating variable Attitudes toward luxury counterfeits to Purchase Intention of luxury counterfeits. In addition, the research team also assessed and emphasized the mediating role of the Attitude toward luxury counterfeits. Moreover, during the research process, the team noticed the problems and limitations of previous research papers. Since then, the group has made recommendations for different individuals and consumers to raise purchase awareness, boycott fake luxury brand products or businesses whose products are counterfeited to enhance brand value, build optimal business strategies following the context of the economy and technology developing extremely strongly, with great progress.