A Cross-culture Study of Counterfeit Purchasing Behavior: the Case of Chinese Area

Counterfeit goods not only severely frustrate the innovative willing of firms, but also harm the right of consumers. After broad literature review, however, we find there exists few studies focused on the issue of counterfeit.

The few existing studies inclined to explore the effective strategies to fight the firms that produce counterfeit goods, and even fewer researchers tended to construct the counterfeit goods consuming behavior model. This study is aimed to fill this window of international marketing theory, especially from the demand side to explore the issue of counterfeit goods. Base on planned behavior model (Ajzjen, 1985), this study attempt to develop a counterfeit goods consuming behavior model.