Abstract

The research aims to analyze factors affecting the attitudes toward counterfeitingluxurious fashion products, and attitudes’ effect on the purchase intention of consumer. A survey was conducted with 585 individuals in Vietnam. The researchused the method of EFA, multiple regressionand testing differenceand found 06 factors, such as brand image, social influence, price-quality inferences, Integrity, novelty seeking, status consumption,influence to attitudes toward counterfeiting luxurious fashion product. A positive correlation between attitudes and intention of purchase counterfeiting luxurious fashion product was also found. In addition, the research figured out the difference between attitude and purchasing intention of the consumer in monthly income, genders andtypes of companies.

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