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Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan

Weisheng Chiu (Yonsei University, Seoul, Republic of Korea)
Ho Keat Leng (Nanyang Technological University, Singapore, Singapore)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 31 December 2015

3982

Abstract

Purpose

The purpose of this paper is to compare the purchase intention of counterfeit sporting goods between Singaporean and Taiwanese students using the Theory of Planned Behavior.

Design/methodology/approach

A quantitative approach was taken, collecting data from Singaporean and Taiwanese students studying in tertiary institutions. In total, 295 valid questionnaires were included in the data analysis.

Findings

The results showed that consumers’ attitude, subjective norm, and brand consciousness were predictive of purchase intention for both countries, whereas perceived behavioral control had an effect only among Taiwanese students. Further analysis showed that Singapore students had significantly higher positive attitudes toward the purchase of counterfeit sporting goods and higher levels of acceptance from peers in purchasing counterfeits.

Research limitations/implications

A limitation of this study was that respondents were selected from the undergraduate population and as such were relatively younger than the general population.

Originality/value

The findings of this study provides a better understanding on how these factors affect purchase intention of counterfeit sporting goods across countries.

Keywords

Citation

Chiu, W. and Leng, H.K. (2015), "Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 1, pp. 23-36. https://doi.org/10.1108/APJML-02-2015-0031

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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