摘要:This paper tests nine factors that impact on the attitudes of Yemeni students in China towards counterfeits luxurious fashion products. Data were composed 300 questionnaires using self-managed questionnaires were spread out during many different channels, via the internet and via direct distribution to students at universities. The study found that brand image, social influence, Social media advertising, Television advertising, Country of origin, status consumption, novelty seeking, price-quality inference, integrity. The first seven factors have positive relations with supportive attitudes. The highest impact factor is the expression of Social media advertising; social influence factor is following, and the last one is novelty seeking. From the other side, integrity and price-quality inference factors show a negative relation to those attitudes; in details, the integrity factor appears a higher effect. Regression test result also proves that favourable attitudes strongly reinforces to the intention of buying those counterfeiting products. This study has given the significant benefaction to the researchers, managers, producer, and marketers of original branded products and a manufacturer as a whole.
关键词:Counterfeit product; Luxurious fashion product; Consumer attitudes; Intention of purchase; Social media advertisement; Television advertising; Yemen; China