College Students’ Purchase Intention for Counterfeit Sport Shoes

Abstract

The purpose of this study is to analyze the intention of college students to purchase counterfeit sports shoes, with needs, information search, price, brand awareness, and the price performance ratio as the analysis factors. This study adopted a random sampling method to survey 726 college students in China. The results of the partial least squares (PLS) analysis showed that the college students, regardless of whether they had experience in purchasing counterfeit sport shoes, searched for product information when having the functional needs and symbolic needs for sport shoes. This study shows that after students have conducted a product search, the price, brand awareness, and price-performance ratio affected their purchase intentions. The findings of this study could provide a reference for practical actions to resist counterfeit sport shoes.