Intention To Buy Counterfeit Goods of Chinese Jobbers in Guizhou Province， PRC

【Abstract】The government and business organizations are concerned with the impact of such illicit activities. Counterfeiting also poses threats to the welfare of consumers， along with that it also disrupts the whole society on various levels and harms the reputation of the businesses. Therefore， factors affecting consumer intention to buy counterfeit goods should be explored. This study collected data from 400 jobbers in Kaili city， Guizhou province PRC. Data were analyzed by using descriptive statistics， Chi-square （X?-test） and correlation analysis. The findings revealed that the socio-demographic profile including gender， age， education， occupation， income influenced the Chinese jobbers intention to buy counterfeit goods. It was also found that there is a negative relationship between perceived risk and intention to buy counterfeit goods of Chinese jobbers in Guizhou Province， PRC. In addition， the results might help ASEAN businessmen to have a better understand consumers intention of buying counterfeit goods and hence to develop people guidelines for this issue.

【Key words】counterfeit goods； consumers perceived risk； socio-demographics

【作者簡介】钱晖，凯里学院。

In 2013， according to global counterfeit market facts and figures， sales of counterfeit goods and pirated content exceeded $461 billion， or some 2.5% of the total amount of international trade. The UNODC and the World Customs Organization estimate 75 percent of counterfeit products seized worldwide in 2010 were manufactured in East Asia， mostly in China. A report said that China is the top place where counterfeit goods are made and sold due to growth in online commerce， 63.2% of all fake goods seized in the world between 2011 and 2013 were from China， far ahead of the next biggest producers， Turkey （3.3%）， Singapore （1.9%） and Thailand （1.6%）. （Suokas，2016）. A report commissioned by the International Trademark Association （INTA） and the International Chamber of Commerce， said the global economic value of counterfeiting could reach $2.3 trillion by 2022. The global value of the counterfeit market in 2015 stood at $1.7 trillion （2018）.

This study aims to test whether there are relationships between socio-demographic profiles， perceived risk and intention to buy counterfeit goods in China. The hypotheses of the study are as follows：

H1： The socio-demographics has influence on the intention to buy counterfeit goods of Chinese Jobbers in Guizhou Province， PRC.

H2： The consumers perceived risk towards counterfeit goods has influence on the intention to buy counterfeit goods of Chinese Jobbers in Guizhou Province， PRC.

Conclusion and Recommendations

The study of factors affecting the intention to buy counterfeit goods in kaili city Guizhou province. Some of findings can be discussed as follows：

The study has found a significant relationship between demographics profiles and intention to buy counterfeit goods， such as gender， age， education， occupation and yearly income except marital.

In terms of perceived risk， the relationship between perceived risk and intention to buy counterfeit goods was found to be significant with negative relationship， which further support the finding of previous studies. The less risk consumers perceived， the more likely it is that they will make a purchase. （Mitchell 1997）.

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