Abstract

In recent years, the counterfeiting goods industry is a rapid growth market, especially the luxury counterfeits market. Because of the value of the luxury market is growing, many famous and popular luxury brands have become targets for counterfeit producers, and an increasing number of consumers prefer to purchase fakes instead of the genuine items, which has led to a worldwide crisis. Unfortunately, this massive phenomenon is threatening companies' efforts to establish and develop successful brands, and causing economic disaster. Therefore, the counterfeiting has become widespread and has developed into an economic issue of international significance. Previous research shows that materialists have more willingness to purchase luxury counterfeits. Therefore, the current study proposes a framework to investigate the factors that influence materialistic consumers' willingness to buy counterfeit luxury brands. Three factors are chosen from these three different domains separately, which are value-consciousness (personal influence), status consumption (social motivation), and perceived risk (product related feature). In addition, fewer scholars paid attention to study the materialist’s purchase intentions toward luxury counterfeit products under different cultural situations. The current paper also covers this research gap by examining the moderating effects of cultural values.