The relationship between functional theory of attitudes and purchase intention of counterfeit luxury sunglasses: A moderated moderated-mediation conditional model

Singh, Anurag; Patel, Ashok Kumar; Parayitam, Satyanarayana

doi:10.1080/20932685.2022.2061554

Cited by 9 publications

(5 citation statements)

References 79 publications

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Section: Discussionsupporting

confidence: 60%

“…Similarly, there exists a positive moderating relationship between product involvement and customer attitude (H5c), which was corroborated by research conducted by Singh et al (2022) and Huang and Lin (2022). Because of the innovativeness of fashion apparel, customers are increasingly active in acquiring the product to maximize the purchase benefit (i.e.…”

Section: Discussionmentioning

confidence: 61%

“…Consumers felt confident in their purchase decisions in the physical shop after gaining product knowledge via online information searches (Flavion et al, 2016). Similarly, a lack of product knowledge is a compelling reason to explore online before purchasing in person (Singh et al, 2022;Aw et al, 2021b). Finally, product knowledge fosters a highly favorable attitude toward webrooming in fashion shopping.…”

Section: Discussionmentioning

confidence: 99%

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Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry

Lavuri,

Gopi

2024

JPBM

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Purpose This study aims to evaluate the impact of product complexity, product involvement and product diagnosticity on shaping webrooming behavior in emerging fashion retailing, with product knowledge acting as a moderator and information processing, and uncertainty reduction theory contributing as the theoretical foundation. Design/methodology/approach In total, 371 responses were collected from fashionable consumers who had recently purchased fashion products via a purposive sampling approach, and the data were analyzed using structural equation modeling and PROCESS macro. Findings The results illustrated that product complexity had a significant impact on product involvement and product diagnosticity, and consumer attitude. Attitude, in turn, had a favorable impact on webrooming behavior. Likewise, product diagnosticity and product involvement had a positive mediating association between product complexity and consumer attitude. Product knowledge significantly moderated the relationship between product complexity, product involvement, and consumer attitude, but it exhibited a negative moderation association between product complexity, product diagnosticity, and attitude. Originality/value This study represents a novel research endeavor, shedding light on webrooming from the perspective of product attributes in fashion retailing. It contributes to the growing body of literature on fashion marketing by analyzing the rapidly evolving phenomena of webrooming behavior within the multichannel context of the fashion industry.

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Section: Discussionsupporting

confidence: 60%

Section: Discussionmentioning

confidence: 61%

Section: Discussionmentioning

confidence: 99%

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Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry

Lavuri,

Gopi

2024

JPBM

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“…, 2021), others concentrate on ethical aspects (Norum and Cuno, 2011; Quoquab et al. , 2017) and attitudinal functions (Sharma and Chan, 2017; Singh et al. , 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The literature on counterfeit products is exhaustive, as several researchers have examined consumers' attitudes and buying intentions towards counterfeiting (Borekci et al, 2015;Chiu and Leng, 2015;Ha and Tam, 2015;Ting et al, 2016;Song et al, 2021). While some researchers dwell on social factors, value consciousness, and purchase intention (Bhatia, 2018;Islam et al, 2021), others concentrate on ethical aspects (Norum and Cuno, 2011;Quoquab et al, 2017) and attitudinal functions (Sharma and Chan, 2017;Singh et al, 2022). High-income consumers pay for highly-priced branded products (Agarwal and Panwar, 2015), whereas low-income consumers purchase counterfeit brands at lower prices (Wee et al, 1995).…”

Section: Literature Reviewmentioning

confidence: 99%

Risk-taking and WOM as moderators in the relationship between status consumption, brand image and purchase intention of counterfeit brand shoes

Patel

Singh²,

Parayitam³

2022

JAMR

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PurposeThe study's objective is to examine the consumers' intention to buy counterfeit brand shoes. A conceptual model is developed to test the risk-taking and word-of-mouth (WOM) as a moderator in the relationship between status consumption, brand image, and consumer intention to buy counterfeit shoes.Design/methodology/approachBased on the theory of reasoned action (TRA) and signaling theory (ST), this research was conducted in the Indian National Capital Region. Using a structured instrument, the data was collected from 240 respondents. After checking the psychometric properties of the survey instrument using the Lisrel package of structural equation modeling, Hayes's PROCESS macros were used for testing the hypotheses.FindingsThe findings from the study indicate that (1) status consumption and brand image are positively associated with purchase intention of counterfeit brand shoes, and (2) risk-taking moderates the relationship between (1) status consumption and purchase intention, and (2) brand image and purchase intension, (3) significant three-way interaction between WOM, risk-taking and status consumption on purchase intention, and (4) significant three-way interaction between brand image, WOM, and risk-taking on purchase intention of counterfeit brand shoes.Research limitations/implicationsAs with any survey research, this study has common method variance as a potential problem. However, through the latent variable method and Harman's single-factor analysis, the common method variance was checked. The study has several implications for managers, e-marketers, and consumers.Practical implicationsThe study has several implications for marketers selling counterfeit products and managers intending to protect their branded products.Originality/valueA conceptual model showing two-way and three-way interactions between status consumption, risk-taking, and WOM influencing the consumer purchase intention of counterfeit products was discussed. This is the first of its kind in India to explore such relationships.

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Word of mouse! What drives consumer voluntarism to write online reviews?

Rasool

Pathania

2023

Journal of Marketing Communications

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The relationship between functional theory of attitudes and purchase intention of counterfeit luxury sunglasses: A moderated moderated-mediation conditional model

Cited by 9 publications

References 79 publications

Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry

Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry

Risk-taking and WOM as moderators in the relationship between status consumption, brand image and purchase intention of counterfeit brand shoes

Word of mouse! What drives consumer voluntarism to write online reviews?

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