Model Cadangan Kajian Mengenai Faktor Peribadi Pengguna dalam Menerangkan Keinginan Membeli Produk Tiruan Berjenama Mewah
A Proposed Model of Study on Consumer Personal Factors in Explaining the Intention to Purchase Counterfeit Luxury Brand
Keywords:
Produk Tiruan, Jenama Mewah, Produk FesyenAbstract
Perniagaan produk tiruan telah mendapat banyak perhatian dari pelbagai pihak. Selain pemilik jenama, pihak kerajaan memandang berat isu peniruan dalam negara kerana ia melibatkan kehilangan pendapatan dari segi cukai terutamanya. Produk fesyen berjenama mewah dari jenama-jenama terkenal adalah antara produk yang paling banyak ditiru di mana kajian-kajian lepas mendapati bahawa faktor peribadi pengguna turut mendorong kepada niat membeli produk tiruan ini. Objektif kertas kerja ini adalah untuk mencadangkan model kajian berkenaan faktor-faktor peribadi pengguna yang terdiri dari sikap dan materialisme dalam menerangkan keinginan membeli produk tiruan berjenama mewah. Sorotan karya-karya lalu berkenaan faktor peribadi pengguna yang terdiri dari sikap dan materialisme pengguna dalam menerangkan keinginan membeli produk fesyen tiruan berjenama mewah dibincangkan secara terperinci. Akhir sekali, satu cadangan model konseptual kajian dan rumusan disediakan.
The counterfeiting business has received a lot of attention from various parties. Besides brand owners, the government is also concerned about counterfeiting issue in the country as it involves tax loss to the government. Luxury branded fashion products from well-known brands are among the most replicated products where recent studies have found that consumer personal factors have also led to the intention of buying this counterfeit product. The aim of this paper is to propose a model of consumer intention to purchase counterfeit luxury fashion products. The highlights of the past studies with regard to personal factors ranging from attitude and materialism in explaining intention to buy counterfeit luxury fashion products are discussed in detail. Finally, a proposed conceptual model of the study and conclusion are provided.
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