Culture Effect on Repurchasing Intention of Counterfeits Products

Abstract

The aim of this paper is to illustrate the key cultural factors of consumers repurchase intentions toward counterfeit products. The study is also examining the influence of culture and social factors on attitudes towards counterfeiting products and repurchase intention among Saudi consumers. a survey was used, a total of 509 respondents (39% female) completed and usable responses from the sampling frame who lives in Saudi Arabia. The results indicate that consumer’s culture by itself might not explain their counterfeit products repurchase intention. The consumer’s attitude towards these products might help managers to understand their behavior. A social influence which considers as an external factor was not an important factor explaining consumers’ behavior regarding counterfeits products. The current study adds to the literature by investigating the key culture antecedents of Saudi consumers repurchase intentions toward counterfeit products. Additionally, empirical evidence contributes to the practitioners in the Saudi culture.