考虑购买假冒产品时受社会影响的易感性与感知风险和态度的中介作用

IF 3.8 Q2 BUSINESS

EuroMed Journal of Business Pub Date : 2024-07-11 DOI:10.1108/emjb-09-2023-0251

Sally Raouf Ragheb Garas

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引用次数: 0

摘要

目的本研究旨在更好地了解易受社会影响（规范性和信息性）对感知风险的影响，以及由此对仿冒态度和购买仿冒品牌意向的影响。结果研究结果表明，社会影响的规范易感性显著提高了人们对假冒品牌的态度，但并没有提高购买意向；其对购买意向的影响受感知风险和态度的调节。本研究通过整合计划行为理论（TPB）和社会认知理论（SCT）的基础，对非欺骗性假冒消费背景下的社会影响易感性和感知风险之间的关系进行了实证探索。

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Susceptibility to social influence the mediating role of perceived risk and attitudes when considering a counterfeit purchase choice

Purpose

The study aims to better understand the impact of susceptibility to social influence (normative and informational) on perceived risk and the consequent impacts on attitudes towards counterfeiting and intention to purchase counterfeit brands.

Design/methodology/approach

A single cross-sectional descriptive research was employed, and questionnaires were used to collect data from 361 counterfeit buyers. Structural equation modelling (SEM) based on partial least squares (PLS-SEM) was applied to analyse data and test the research hypotheses.

Findings

Results showed that normative susceptibility to social influence significantly increased attitudes towards counterfeiting but not purchase intention; its impact on intention was mediated by perceived risk and attitudes. Although information susceptibility to social influence increased purchase intention, it had no significant impact on attitudes and perceived risk.

Originality/value

The current study empirically explores the relationship between susceptibility to social influence and perceived risk in the context of non-deceptive counterfeit consumption, by integrating the foundations of the theory of planned behaviour (TPB) and social cognitive theory (SCT).

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来源期刊

EuroMed Journal of Business BUSINESS-

CiteScore

9.80

自引率

19.20%

发文量

期刊介绍： The EuroMed Journal of Business (EMJB) is the premier publication facilitating dialogue among researchers from Europe and the Mediterranean. It plays a vital role in generating and disseminating knowledge about various business environments and trends in this region. By offering an up-to-date overview of emerging business practices in specific countries, EMJB serves as a valuable resource for its readers. As the official journal of the EuroMed Academy of Business, EMJB is committed to reflecting the economic growth seen in the European-Mediterranean region. It aims to be a focused and targeted business journal, highlighting environmental opportunities, threats, and marketplace developments in the area. Through its efforts, EMJB promotes collaboration and open dialogue among diverse research cultures and practices. EMJB serves as a platform for debating and disseminating research findings, new research areas and techniques, conceptual developments, and practical applications across various business segments. It seeks to provide a forum for discussing new ideas in business, including theory, practice, and the issues that arise within the field.