Online counterfeit purchase behaviour: moderating effect of perceived anonymity and moral disengagement

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-10-23 DOI:10.1108/yc-10-2022-1621
Kaushik Samaddar, Sanjana Mondal, Aradhana Gandhi
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Abstract

Purpose The continuous evolution of e-commerce with young consumers’ growing interest in online shopping has transformed the retail landscape across the world. With the surge in online sales, counterfeits of luxury goods have also found themselves from brick-and-mortar shelves to online e-commerce sites. Against this backdrop, this study aims to understand and analyse young consumers’ online counterfeit purchase behaviour (OCPB). Additionally, it also aims at identifying the determinants that influence their purchase decisions. Design/methodology/approach Following an extensive review of the literature, the present study pursued a quantitative approach in exploring critical demographic, psychographic, behavioural and situational factors influencing OCPB. The study was conducted in India through an online survey using a structured questionnaire. Findings The findings indicate that young consumers’ OCPB is significantly related to influencing factors like brand consciousness, fashion involvement, face consciousness, impulsive buying tendency, acquisition centrality and utilitarian shopping values. Furthermore, moderating effects of perceived anonymity (PA) and moral disengagement (MD) on OCPB were also observed and validated. Research limitations/implications The study examined the critical factors and their linkages while building upon a structural framework on OCPB, keeping India as a representative sample. The proposed framework will bring more clarity and further insights that will help scholars expand the research domain with more cross-cultural studies and aid brand e-marketers to strategize their action towards developing strong brand aesthetic values. Originality/value The study contributes towards the literature by introducing PA and MD vis-à-vis building a framework for studying young consumers’ OCPB.
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网络假货购买行为:感知匿名和道德脱离的调节作用
随着年轻消费者对网上购物的兴趣日益浓厚,电子商务的不断发展改变了世界各地的零售格局。随着网上销售的激增,奢侈品的仿冒品也从实体店的货架上出现在电子商务网站上。在此背景下,本研究旨在了解和分析年轻消费者在线购买假冒产品的行为。此外,它还旨在确定影响他们购买决策的决定因素。设计/方法/方法在广泛回顾文献后,本研究采用定量方法探索影响OCPB的关键人口统计学、心理学、行为学和情境因素。这项研究是在印度通过一项使用结构化问卷的在线调查进行的。研究发现,年轻消费者的消费行为与品牌意识、时尚卷入、面孔意识、冲动购买倾向、获取中心性和功利主义购物价值观等影响因素显著相关。此外,我们还观察并验证了感知匿名性(PA)和道德脱离(MD)对OCPB的调节作用。研究局限/影响本研究在建立OCPB结构框架的同时,审查了关键因素及其联系,并将印度作为代表性样本。所提出的框架将带来更清晰和进一步的见解,这将有助于学者们通过更多的跨文化研究扩大研究领域,并帮助品牌电子营销人员制定行动战略,以发展强大的品牌美学价值。本研究通过引入PA和MD,为研究年轻消费者的OCPB构建了一个框架,从而对文献做出了贡献。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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