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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4317

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
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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