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Title: | Factor Positively Impacting Consumers’ Attitude Toward Counterfeit Bags of Consumers in Siam Square area of Bangkok |
Authors: | Pimyada Kaewphong |
Keywords: | Counterfeit bags Purchase Intentions Attitudes toward Counterfeits |
Issue Date: | 2019 |
Publisher: | Bangkok University |
Abstract: | The purpose of this study was to examine the independent positively impacting consumers’ attitude toward counterfeit bags. Those independent factors were similarity perception, economic benefits of counterfeits, hedonic benefits of counterfeits, materialism, social consequences, social psychology, corporate social responsibility, and self - congruity with the counterfeits affecting attitude toward counterfeit bags. The number of respondents who had participants was 250 people collected with a survey questionnaire located in Siam Square area in Bangkok. The majorities of respondents were females at the age of 24 to 29 years old. Almost all were singles with bachelor degrees. Most of them were students with an income range of less than 20,000 baht per month. Most of the respondents had counterfeit bags and paid money on average less than 1,000 to 5,000 baht. In addition, they bought from online markets which were Facebook and Instagram. The data sets utilized descriptive statistics and multiple regression analysis. The researcher found that self-congruity with the counterfeits (β = 0.431), corporate social responsibility (β = 0.271), and materialism (β = 0.177) accounted for 63.5% positively impacting consumers’ attitude toward counterfeit bags in Siam Square area of Bangkok with statistical significant at .01. |
Description: | Independent Study (M.B.A)--Graduate School, Bangkok University, 2019 |
Subjects: | Product counterfeiting Handbags Product counterfeiting -- Purchasing |
Advisor(s): | Penjira Kanthawongs |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/4317 |
Appears in Collections: | Independent Studies - Master Independent Studies
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