Motivations and Impact of Online Counterfeit Luxury Good Purchases: Consumer Perspectives

Online Purchase of Counterfeit Luxury Goods: Consumer Perspectives

This paper explore the motivations behind consumers' choice in purchasing counterfeit luxury items online and its impact on brand perception. The investigation seeks to elucidate what draws people towards buying fake merchandise over authentic or generic products, as well as through traditional retl channels. Through online interviews conducted with individuals who buy counterfeits online, this study uncovers insights into their decision-making process.

Findings:

The qualitative analysis from our interview subjects underscores that conspicuous value and price are the paramount factors driving consumers to opt for counterfeit luxury goods online. It is interesting to note how these two aspects seem to significantly outweigh other potential considerations when making a purchasing decision in the digital marketplace.

Furthermore, this paper highlights that the operation of luxury brands' official websites could inadvertently undermine their reputation by facilitating the sale of counterfeit products. The findings suggest there's an opportunity for luxury brands to reassess and optimize their online presence to prevent such scenarios from potentially tarnishing brand image.

Limitations:

This study primarily focuses on consumers who purchase counterfeits, highlighting their motivations and experiences with online purchases. Future research might benefit from exploring the perspectives of individuals buying genuine goods online and their perceptions concerning online counterfeit sales.

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Online interviews were conducted using a semi-structured format to gather detled responses about participants' motivations, concerns, and experiences related to purchasing counterfeit luxury goods. Data analysis was performed qualitatively to identify patterns and themes within the interview transcripts.

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This paper has shed light on why consumers choose online counterfeits over genuine alternatives or traditional shopping methods. While conspicuous value and price emerge as significant factors, the study also rses a critical question about luxury brands' digital presence management in relation to combating counterfeit sales. Further investigation into online consumer behaviors regarding both genuine goods and counterfeits could provide a more comprehensive understanding of this phenomenon.

References:

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This work is licensed under a Creative Commons Attribution 4.0 License.

ISSN Print: 1918-719X

ISSN Online: 1918-7203
This article is reproduced from: https://ccsenet.org/journal/index.php/ijms/article/view/13525

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