INTRODUCTION
Research background
Numerous studies have explored consumer intentions to purchase counterfeit products, revealing that subjective norms significantly influence these intentions, as highlighted in Cheng et al (2011) The research indicates that perceived behavioral control also plays a crucial role, particularly noting that when consumers feel financially capable of buying original products, they are less likely to opt for counterfeits To counteract this trend, marketers and retailers should implement campaigns that promote positive word-of-mouth among peers, as reluctance to pay for authentic items can lead to increased counterfeit purchases Additionally, aggressive advertising against counterfeits can shift public perception, framing such purchases as immoral Ultimately, since perceived financial control negatively affects counterfeit purchasing intentions, offering discounts and promotions can make authentic products more appealing and foster brand loyalty among consumers.
According to Bhardwaj (2010), integrity does not significantly impact the subjective norms surrounding the purchase of counterfeit brands The study reveals that positive attitudes toward counterfeit brands increase the likelihood of purchasing them, while negatively affecting the intention to buy original brands Additionally, subjective norms positively correlate with intentions to purchase counterfeit brands, whereas perceived control over these purchases shows a negative relationship Importantly, price sensitivity does not moderate the link between attitudes and intentions to buy counterfeit brands The findings suggest that managers, educators, and policymakers should implement strategies to combat the rise of counterfeit products in the market, emphasizing the need for consumer awareness regarding the negative aspects of counterfeiting to foster resistance against the consumption of counterfeit goods.
This research aims to apply the Theory of Planned Behavior to understand the factors influencing customer intentions in the Vietnamese counterfeit market An overview of this market reveals alarming statistics: Vietnam has seen a significant increase in counterfeit cases, from 60 in 2004 to 554 in 2012, highlighting a rapid rise in counterfeit production and trafficking In the past five years, Vietnamese Customs has seized various counterfeit products, including 1,000 counterfeit bottles, 93,820 fake brand cigarettes from Vinataba, 7,729 jars of cosmetics, and numerous counterfeit Nokia mobile phone accessories, indicating a serious violation of intellectual property rights.
According to a report by the Market Management Department of the Ministry of Industry and Trade in 2012, the country identified 13,101 cases related to counterfeit goods, substandard products, and intellectual property rights infringements, resulting in administrative sanctions totaling 53 billion In the first quarter of 2013 alone, authorities uncovered 3,115 additional cases, with administrative violations amounting to 13.5 billion.
In a 2012 report by Electronic Newspaper Vietnam Education, Mr Trinh Quoc Khanh, deputy captain of the Smuggling Investigation Department at the General Department of Vietnamese Customs, highlighted the ongoing issue of counterfeit products He noted that these fraudulent items are not only sneaking through border regions but also being imported via container shipments at ports Recently, authorities seized and destroyed nearly 10,000 counterfeit products from a company in Binh Tan district, primarily consisting of luggage and handbags from renowned brands such as Louis Vuitton, Montblanc, and Longchamp, imported through Cat Lai port.
In a recent discussion on brand integrity, Ms Nguyen Thi Huong, Director of Law VNIP and representative of the LV brand in Vietnam, highlighted the ongoing efforts by Louis Vuitton (LV) to combat counterfeiting since 2009 The campaign aims to eliminate counterfeit products displayed in various areas, demonstrating the brand's commitment to maintaining its reputation and protecting its intellectual property rights.
In recent years, Louis Vuitton (LV) has taken legal action against offenders for repeated violations, resulting in over 200 test cases and substantial damage compensation claims Notably, in 2010 and 2011, LV successfully sued small businesses in Saigon Square and An Dong Plaza, compelling them to pay hundreds of millions in damages In addition to targeting retail systems, LV is actively working to combat cross-border counterfeit products, particularly those smuggled from China into Vietnam through unofficial channels The Counterfeit Products and Piracy Industry reported in 2006 that Vietnam's counterfeit market was valued at approximately $122 million, encompassing software ($96 million), books ($16 million), movies ($10 million), unauthorized cable connections ($1.37 million), as well as counterfeit clothing, cosmetics, and watches This underscores Vietnam's significant challenge with counterfeit goods, ranking it among the countries most affected by this issue globally.
Research objectives
The overall objective of this study is to examine some factors influencing the intention to purchase counterfeit product Specifically, it investigates:
1 The relationship between attitude toward the behavior to purchase counterfeit product and customer intention to purchase counterfeit product
2 The relationship between subjective norms and customer intention to purchase counterfeit product
3 The relationship between perceived behavioral control and customer intention to purchase counterfeit product
4 And finally, the moderating effect of perceived financial control on the relationship between attitude toward purchasing counterfeit product and consumer intention to purchase counterfeit product.
Research scope
There are two types of counterfeit products based on customer perception: deceptive and non-deceptive Deceptive counterfeit products mislead consumers into believing they are purchasing original items, despite being illegally made or sold, leaving customers unaware of any intellectual property infringement In contrast, non-deceptive counterfeit products involve consumers who knowingly buy items that are not legitimate This research focuses on the implications and characteristics of non-deceptive counterfeit products.
This research focuses on residents of Ho Chi Minh City and Binh Duong province, two of the most vibrant and modern areas in Vietnam Due to their dynamic markets, these regions are particularly susceptible to the infiltration of counterfeit products.
Research contribution
This research identifies key factors influencing customer intentions to purchase counterfeit products in the Vietnamese market, highlighting the role of perceived financial control in shaping attitudes toward these purchases By understanding these determinants, management can gain insights into the real influences on Vietnamese consumer behavior The findings aim to provide actionable recommendations for developing effective strategies to combat the counterfeit market in Vietnam.
Research structure
This thesis comprises five chapters as following:
Chapter 1 named as “Introduction” generally introduces the subject area interest with defined problems, research questions, research objectives, scope of the research and sources of information to be collected for the research
Chapter 2 named as “Literature Review” summarizes concepts and theories relating to customers intention in previous studies which are linked to this research From such review, basic theories for studying will be synthesized to develop an
Chapter 3 named as “Research Methodology” introduces and reports the research process together with the analyzed results
Chapter 4 named as “Data Analysis” reports the analysis results of data collected from the survey
Chapter 5 named as “Conclusions” discusses the main finding in Chapter 4 the implications of the result, based on which conclusions and recommendations are provided.
LITERATURE REVIEW
Counterfeit products
Counterfeit products can be categorized into four main types: (1) Quality and utility counterfeits, which lack the standards and characteristics of the original; (2) Trademark counterfeits, involving imitation labels and packaging that misrepresent the product's origin, manufacturer, and branding.
Counterfeit intellectual property products, including branded merchandise and geographical indications, are produced without the permission of trademark owners or copyright holders, leading to significant market challenges These counterfeit items often feature misleading packaging, labels, and stamps, making them increasingly difficult to distinguish from genuine products Key differences between counterfeit and original items include inferior design quality, substandard materials, altered branding, and inconsistent labeling Additionally, counterfeit products are typically sold at lower prices, often in private sales venues, and sellers may refuse to issue sales invoices To combat the rise of counterfeit goods, it is essential for management organizations to educate consumers on how to identify these products and the potential harms associated with them Consumers are encouraged to seek advice from various sources, including manufacturers and distributors, to better understand the distinctions between authentic and counterfeit items.
With the above information, we know that counterfeit product has many kinds, but the author will focus in products with intellectual property and the stamps,
Theory of Planned Behavior
The theory of planned behavior, which evolved from Fishbein and Ajzen's theory of reasoned action in 1975, posits that individuals are more likely to engage in a behavior if they hold a positive attitude toward it and perceive that significant others support this behavior, known as subjective norms Numerous studies have confirmed the strong correlation between attitude, subjective norms, and behavioral intention, highlighting the importance of these factors in predicting behavior.
The Theory of Planned Behavior posits that human behavior is influenced by three key considerations: behavioral beliefs, which relate to the anticipated consequences of actions; normative beliefs, which reflect social expectations; and control beliefs, which pertain to the factors that may facilitate or hinder behavior execution Together, these beliefs shape attitudes toward behavior, perceived social pressure, and perceived behavioral control, culminating in the formation of behavioral intentions Generally, a more positive attitude, stronger social norms, and greater perceived control enhance a person's intention to engage in a behavior When individuals possess sufficient actual control, they are likely to act on their intentions However, as many behaviors present execution challenges, it is essential to consider perceived behavioral control alongside intention, as it can effectively predict actual behavior when it accurately reflects one’s control over the situation (Ajzen, 2006).
Customer intention to purchase counterfeit product
Intention reflects an individual's readiness to engage in a specific behavior and serves as a precursor to actual actions It is influenced by three key factors: the person's attitude toward the behavior, the subjective norms surrounding it, and their perceived control over the behavior Each of these elements plays a crucial role in shaping the likelihood of the behavior being exhibited.
Attitude towards the behavior to purchase counterfeit product
The theory of reasoned action (TRA) and its extension, the theory of planned behavior (TPB), highlight the connection between attitude, behavioral intention, and actual behavior (Ajzen, 2005) Research indicates that a consumer's attitude towards purchasing counterfeit products significantly influences their intention to buy such items, even when they hold negative views about them This attitude serves as a direct predictor of both intention and behavior during the decision-making process, demonstrating that external influences, such as social references, also play a crucial role.
Attitude, as defined by Huang et al (2004), is a response expressed in favorable or unfavorable situations and serves as a predictor of customer intentions and behaviors Although attitudes cannot be directly observed, researchers utilize measurement scales to assess consumer attitudes Previous studies indicate that attitudes towards purchasing counterfeit products are influenced by various factors, which can be categorized into social and personality influences Social factors significantly impact individual consumer behavior by shaping perceptions and relationships (Ang et al., 2001).
Customers often perceive brand elements like names, labels, logos, colors, and designs as valuable in their own right, prioritizing utility and cost savings over quality This mindset makes them more accepting of counterfeit products, and they may not feel embarrassed if others notice their purchase In fact, they often do not view their image as being negatively affected by owning counterfeit items Consequently, this attitude towards counterfeit purchases can enhance their intention to buy such products while diminishing their desire to purchase original ones Thus, the research proposes the following hypothesis:
H1: There is a positive relationship between attitude towards the behavior to purchase counterfeit product and customer intention to purchase counterfeit product.
Subjective Norms
The Theory of Planned Behavior highlights that subjective norms, shaped by beliefs about the expectations of significant others, influence customer intentions to purchase counterfeit products (Ajzen, 2006) These social factors can sway individuals' decisions, either encouraging or discouraging their involvement in such purchases (Ang et al., 2001; Albers-Miller, 1999) Furthermore, Ajzen and Fishbein (1975) emphasize that subjective norms reflect perceptions of social pressures, which ultimately affect an individual's intention to engage in specific behaviors.
Social factors significantly influence consumer intentions to purchase counterfeit products, as evidenced by the interactions within families and social organizations (Albers, 1999) Family members, particularly parents, play a crucial role in shaping these intentions by instilling values related to personal desire and economic significance Even in adult relationships, parental influence remains impactful Additionally, immediate family dynamics, including spouses and children, directly affect daily purchasing behaviors, as families are primary consumer units Traditionally, wives have been the main shoppers, especially for household items, but this role is evolving as more women enter the workforce and husbands take on more family responsibilities Therefore, understanding the influence of each family member in purchasing decisions is essential, as collective decision-making often occurs for high-value items Ultimately, subjective norms stemming from these social interactions positively affect customer intentions to purchase counterfeit products, leading to the second hypothesis.
H2: There is a positive relationship between the subjective norms and customer intention to purchase counterfeit product.
Perceived Behavioral Control
Perceived behavioral control, as defined by Ajzen (2002), refers to an individual's perception of the ease or difficulty in performing a specific behavior, such as purchasing counterfeit products Factors influencing this perception include access to information about counterfeit products, the time required to find these products, and the individual's ability to navigate challenges in the purchasing process This study posits that perceived behavioral control—encompassing information access, time investment, and problem-solving ability—positively affects consumers' intentions to purchase counterfeit products (Penz and Stottinger, 2005) Additionally, Ajzen (1991) supports this notion, suggesting that easy access, knowledge of counterfeit products, and high problem-solving skills enhance the likelihood of such purchases Bissonnette & Contento (2001) further elaborate that perceived behavioral control also encompasses an individual's ethical or moral obligations regarding their purchasing behavior Thus, it is hypothesized that perceived behavioral control significantly influences the intention to buy counterfeit products.
H3: There is a positive relationship between the perceived behavior control and customer intention to purchase counterfeit product.
Perceived financial control
The concept of perceived behavioral control, as explored by Sahni (1994) and adapted from Ajzen's Theory of Planned Behavior (2002), plays a crucial role in predicting consumer purchases of both inexpensive and expensive products Notani (1997) highlighted the importance of understanding how perceived factors influence customer purchasing intentions Research indicates that purchasing intentions are influenced not only by attitudes but also by economic considerations, with perceived financial control being a significant factor Ultimately, a customer's perceived ability to afford a product determines their purchasing decisions, regardless of whether the products are viewed as expensive or inexpensive.
Counterfeit fashion products are significantly influenced by price, as consumers often opt for cheaper alternatives over original items (Lai & Zaichkowsky, 1999) In developing countries, the emphasis on product quality diminishes when consumers are attracted to a style they cannot afford This leads them to purchase look-alike products, allowing them to enjoy fashionable trends within their budget A study by the Institute for Economic and Social Research (2005) highlights that Indonesian consumers are only willing to buy original products if they align with their income levels Thus, it can be hypothesized that affordability plays a crucial role in consumer purchasing decisions regarding genuine versus counterfeit fashion items.
H4: Perceived financial control moderates the relationship between attitude toward the behavior to purchase counterfeit product and customer intention to purchase counterfeit product.
Research Model
To understand the impact of key factors on customers' purchase intentions for counterfeit products, this study examines three critical predictors: attitude towards purchasing counterfeit items, subjective norms, and perceived behavioral control These elements are illustrated in Figure 2.1, highlighting their role in shaping consumer behavior.
This chapter outlines the research framework designed to investigate the relationship between critical factors and customer intention It presents research hypotheses derived from the study model, defining various dependent, independent, and moderating variables In this model, the independent variable is identified as critical factors, while customer intention serves as the dependent variable.
Hypotheses summary
Attitude toward the behavior to purchase counterfeit products
Customer intention to purchase counterfeit product
With corresponding hypotheses starting about the relationship between critical factors and the intention of purchasing as following:
H1: There is a positive relationship between attitude towards the behavior to purchase counterfeit product and consumer intention to purchase counterfeit product
H2: There is a positive relationship between the subjective norms and consumer intention to purchase counterfeit product
H3: There is a positive relationship between the perceived behavior control and consumer intention to purchase counterfeit product
H4: Perceived financial control moderates the relationship between attitude toward the behavior to purchase counterfeit product and consumer intention
And the following, this research will go through the operational definitions of constructs was used as below table:
Table 2.1: Operational definitions of constructs
No Construct Operational Definition Sources
1 Counterfeit products These tangible products are produces illegally, low quality, performance and durability with same designs of original products
2 Attitude towards the behavior to purchase counterfeit products
Customers evaluate their attitude toward counterfeit purchases based on factors such as quality, practicality, and reliability, often overlooking personal emotions like shame or guilt associated with buying unauthorized products.
Subjective norms refer to an individual's perception of social pressures related to their behavior, particularly influenced by the beliefs of others When people believe that their significant others support or engage in the purchasing of counterfeit goods, their intention and likelihood to make similar purchases increase.
Perceived behavioral control refers to an individual's perception of how easy or difficult it is to perform a specific behavior, such as purchasing counterfeit products Factors influencing this perception include access to information about counterfeits, the time needed to acquire them, and the individual's ability to overcome challenges during the purchasing process Consequently, this study posits that perceived behavioral control—encompassing information, time, and problem-solving ability—positively impacts the intention to purchase counterfeit items.
5 Customer intention to Person performances the behavior shows that people do what Fishbein & purchase counterfeit product they say they are going to do Ajzen (1975)
6 Perceived Financial Control Perceptions of individual ability to afford products will considerably influence intention
This chapter summarizes key definitions and perceptions related to customer intention and attitudes toward purchasing counterfeit products, including subjective norms, perceived behavioral control, and perceived financial control Notably, there has been no prior research identifying the factors influencing customer intention in the Vietnamese market Building on the findings presented, this study aims to uncover the specific factors that shape customer intention in Vietnam and to assess the relationships among these factors The research methodology designed to test the hypotheses derived from the proposed research model will be detailed in the following chapter.
RESEARCH DESIGN
Research design
The research objective serves as the foundational step in the study, leading to a literature review that identifies relevant concepts related to the theory of planned behavior from previous studies These concepts form the basis for the proposed model and research hypotheses Subsequently, the research outlines the methods for data collection, resource determination, measurement scale selection, and sampling design, along with the data analysis techniques A draft questionnaire, based on established measurement scales from prior research, was created and translated into Vietnamese This draft underwent qualitative research adjustments through focus group discussions to clarify any confusing content The final questionnaire was developed in both English and Vietnamese, utilizing a 5-point Likert scale to gather insights from a diverse range of respondents The Likert scale, ranging from strongly disagree to strongly agree, was employed to collect data for the analysis, ultimately leading to conclusions and recommendations in the final phase of the research.
Reliability analysis Validity analysis Hypothesis testing
Measurement scale
This research utilizes a multivariate measurement scale, drawing on original factors derived from numerous previous studies, as highlighted in the literature review.
In conclusion, following a thorough review and refinement of prior research, 17 variables have been identified and categorized into four distinct groups: attitude-related factors, subjective norm-related factors, perceived behavioral control-related factors, and perceived financial control-related factors A summary of these variables and the measurement scales utilized in this study can be found in Table 3.1.
Factors Coding of variables Measurement Scale Sources
1 ATB Attitude towards the behavior to purchase counterfeit product
ATB 1 Generally speaking, counterfeits have satisfying quality
ATB 2 Generally speaking, counterfeits are practical
ATB 3 Generally speaking, counterfeits are reliable
ATB 4 For me to buy/use counterfeits is virtue of thrift
ATB 5 For me to buy/use counterfeits is convenient
ATB 6 For me to buy/use counterfeits is wise
ATB 7 For me to buy/use counterfeits is proud
SUN 1 How much do your parents think you should purchase counterfeit products?
SUN 2 How much do your partners think you should purchase counterfeit products?
SUN 3 How much do your friends think you should purchase counterfeit products?
SUN 4 How much do your relatives think you should purchase counterfeit products?
PBC 1 I have enough time to find and purchase counterfeits
PBC 2 I have enough information to find and access counterfeits
PBC 3 I am able to control and solve difficulties when finding/purchasing counterfeits
PFC 1 I could likely afford to pay such a price for purchasing original products
PFC 2 For me to spend a lot of money for purchasing original products is easy
PFC 3 My personal income permits me to easily spend money for original products
4 BIN Customer intention to purchase counterfeit product
BIN 1 I will make effort to buy counterfeits next 6 month
Fishbein & Ajzen (1975) BIN 2 I will plan to purchase any counterfeits next 6 months
BIN 3 I will expect to purchase any counterfeits next 6 months
BIN 4 If I had an opportunity; I would purchase a
Table 3.2: Measurement scale after Qualitative Research
No Coding of factors Factors Coding of variables Measurement Scale
1 ATB Attitude towards the behavior to purchase counterfeit product
ATB 1 Generally speaking, counterfeits have satisfying quality ATB 2 Generally speaking, counterfeits are practical
ATB 3 Generally speaking, counterfeits are reliable
ATB 4 For me to buy/use counterfeits is virtue of thrift
ATB 5 For me to buy/use counterfeits is convenient
ATB 6 For me to buy/use counterfeits is wise
ATB 7 For me to buy/use counterfeits is proud
SUN 1 My parents think I should purchase counterfeit products SUN 2 My partners think I should purchase counterfeit products SUN 3 My friends think I should purchase counterfeit products SUN 4 My relatives think I should purchase counterfeit products
PBC 1 I have enough time to find and purchase counterfeits PBC 2 I have enough information to find and access counterfeits PBC 3 I am able to control and solve difficulties when finding/purchasing counterfeits
PFC 1 I could likely afford to pay such a price for purchasing original products
PFC 2 For me to spend a lot of money for purchasing original products is easy
PFC 3 My personal income permits me to easily spend money for original products
4 BIN Customer intention to purchase counterfeit product
BIN 1 I will make effort to buy counterfeits next 6 month
BIN 2 I will plan to purchase any counterfeits next 6 months BIN 3 I will expect to purchase any counterfeits next 6 months BIN 4 If I had an opportunity; I would purchase a counterfeit products in the future
Sample Size
As cited in Sekaran and Bougie (2011), to determine sample size, we need to follow some rules of thumb as below:
500 > sample size > 30 are appropriate for most research
Where samples are to broken into subsamples (males/ females, juniors/ seniors,…), a minimum size of 30 for each subgroup is necessary
In multivariable analysis, the sample size should be several times (preferably
For effective factor analysis, it is essential to have a minimum sample size of at least 50 participants, with 100 being preferable Ideally, the sample size should be five times, or even ten times, the number of variables involved in the analysis, as suggested by Hair et al (Nguyen, 2012) Therefore, the recommended sample size should meet the criteria of n ≥ 100 and n ≥ 5k, where k represents the number of variables.
Besides that, as cited in Nguyen (2012), the minimum sample size which is requires for the Multiple Linear Regression should be: n ≥ 50 + 8p (where p is equal to the number of independent factors)
This research utilizes 21 variables for factor analysis, necessitating a minimum sample size of 105 (21x5) Additionally, the initial research model includes 5 independent variables, which requires a sample size of at least 186 (50+8x17) To meet these criteria, the study will adopt the larger sample size, ensuring that the total sample size exceeds 186 participants.
Sampling techniques
In quantitative research, obtaining a carefully selected sample allows for the generalization of results to the entire population The author distributed a draft questionnaire to six individuals residing in the target area to gather initial feedback.
In Ho Chi Minh City, participants had the chance to engage with counterfeit products to assess their understanding and suitability of the measurement scales The feedback gathered from this quantitative research will be utilized to refine the measurement scales, as detailed in Appendix C.
Data collection method
This research utilized a dual approach for data collection, primarily employing an online survey to gather responses through platforms such as email, Google Forms, and Facebook The primary data was obtained from the questionnaire survey, while secondary data sources included textbooks, internet resources, and various materials like journals and newspapers This combination of data collection methods was crucial for the research, particularly in the literature review and the fifth section of the study.
Data analysis method
The technique used to in this research is analyzing data by SPSS (Statistical Package for Social Scientists) however personal coding and categorizing data was done manually
The data analysis was approached from two angles: descriptive and inferential statistics Descriptive statistics involved numerically and graphically summarizing the collected data, utilizing techniques such as frequency tables and correlation tables, along with Pearson’s correlation coefficient to convert categorical data into a numerical format Inferential statistics were then applied, presenting the data in descriptive formats for each objective, using percentages to draw conclusions Techniques like histogram curves were employed to make predictions about the broader population based on the sampled data This process allowed the researcher to make generalizations grounded in authentic data, enhanced by qualitative insights from interviews and personal observations.
To evaluate the internal consistency of survey data, Cronbach's alpha and item-to-total correlation coefficients are employed to identify and eliminate unsuitable items The standardized Cronbach's alpha formula (Formula 3.1) indicates that N represents the number of items, c-bar signifies the average inter-item covariance, and v-bar denotes the average variance Increasing the number of items generally leads to a higher alpha, while a low average inter-item correlation results in a lower alpha Conversely, a rise in the average inter-item correlation will enhance Cronbach's alpha In social science research, a Cronbach's alpha of 0.60 or above is typically deemed "acceptable."
After collecting data from main survey, the Exploratory Factor Analysis (EFA) method was applied to explore the inter relationship between the variables
The KMO index was greater than 0.6 (the range from 0 to 1)
Multiple regression analysis is a powerful statistical tool used for hypothesis testing to explore the correlation between one dependent variable and five independent factors According to Leech et al (2005), it relies on several key assumptions, including: (1) a linear relationship between predictor and dependent variables, (2) independence of residuals, (3) homoscedasticity or equal error variances, (4) absence of multicollinearity, (5) no significant outliers, and (6) normally distributed residuals.
This chapter outlines the research process, detailing the development of a measurement scale and its application in an official questionnaire for data collection It also discusses the determination of sample size and sampling techniques, as well as the methods for data collection and analysis.
DATA ANALYSIS
Descriptive statistics
350 questionnaires were sent to interviewees who live in Viet Nam There were 329 replies
In term of gender of this survey, 49.5% of respondents are male and 50.5% of respondents are female The results are in the Table 4.1
Out of 329 respondents in term of age, there are 273 respondents (90.1%) are from 18 to 30 years old, while 54 respondents (17.8%) from 31 to 40 years old and
2 respondents (0.7%) from 41 to 50 years old The number is in the Table 4.1
According to the survey results presented in Table 4.1, 14.9% of respondents earn less than 5 million VND per month, while 44.9% have a monthly income ranging from 5 million to 10 million VND Additionally, 24.4% of respondents earn between 11 million and 15 million VND, and another 24.4% earn more than 15 million VND per month.
According to the data presented in Table 4.1, the educational attainment of respondents reveals that 3.0% hold an intermediate degree, 3.3% have an associate degree, 68.3% possess a bachelor's degree, and 34.0% have obtained a graduate degree, including master's and doctoral qualifications.
According to the data presented in Table 4.1, a significant majority of respondents, accounting for 95.0%, are engaged in full-time or part-time employment, while only 5.0% of respondents are unemployed.
Assessment and refinement of measurement scale
In this part of this research, the measurement scales are assessed and refined by: Cronbach’s alpha to test the reliability of measurement scales
Age From 18 to 30 years old 273 90.1
Work status Full-time or part-time 314 95.44
- Exploratory factor analysis (EFA) to test the validity of measurement scales
The Cronbach’s alpha test is essential for assessing the reliability of measurement scales, with a threshold of 0.6 deemed acceptable To enhance the reliability of these scales, variables with item-total correlations below 0.3 may be considered for removal.
The Exploratory Factor Analysis (EFA) is performed to assess the validity of measurement scales, utilizing the principal component extraction method along with varimax rotation Validity criteria for the EFA include an Eigenvalue greater than 1 and an explanation of over 50% of the total variance.
Table 4.2: Reliability analysis of dependent factor
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Customer intention to purchase counterfeit product - BIN (4 items) Cronbach’s Alpha= 0.894
Table 4.3: Reliability analysis of independent factors
Scale Variance if Item Deleted
Cronbach's Alpha if Item Deleted
Attitude towards the behavior to purchase counterfeit product - ATB (7 items) Cronbach’s Alpha= 0.872
Subjective Norms - SUN (4 items) Cronbach’s Alpha= 0.914
Perceived Behavior Control - PBC (3 items) Cronbach’s Alpha= 0.758
Perceived Financial Control - PFC (3 items) Cronbach’s Alpha= 0.809
Reliability of attitude toward the behavior to purchase counterfeit products
The results of Cronbach's Alpha for attitudes toward purchasing counterfeit products, as indicated in Table 4.3, is 0.872, exceeding the acceptable threshold of 0.6 Additionally, all corrected item-total correlations are above 0.3, confirming the reliability of the data for subsequent exploratory factor analysis (EFA).
The results presented in Table 4.3 indicate a value of 0.914, exceeding the threshold of 0.6, with all corrected item-total correlations above 0.3 Therefore, the subjective norm is deemed acceptable for subsequent exploratory factor analysis (EFA).
Reliability of perceived behavior control
Table 4.3 shows a value of 0.758, exceeding the threshold of 0.6, while all corrected item-total correlations are above 0.3 This indicates that perceived behavioral control is suitable for inclusion in the exploratory factor analysis (EFA) that follows.
Reliability of perceived financial control
The Cronbach’s Alpha for perceived financial control is 0.809, exceeding the acceptable threshold of 0.6, and all corrected item-total correlations are above 0.3 Consequently, these variables are deemed suitable for exploratory factor analysis (EFA).
Reliability of customer intention to purchase counterfeit product
The analysis of customer intention to purchase counterfeit products reveals a significant result, with a correlation value of 0.894, exceeding the threshold of 0.6 Additionally, all corrected item-total correlations are above 0.3, indicating that the factor related to customer intention to purchase counterfeit products is deemed acceptable for further exploratory factor analysis (EFA).
Following the assessment of measurement scale reliability, Exploratory Factor Analysis (EFA) was performed to evaluate the validity of the scales The EFA results indicated that the KMO values for all independent factors, including perceived financial control and behavioral intention, exceeded 0.6, with Bartlett’s Test Significance at 000, which is below the 0.05 threshold Consequently, the extracted variance satisfies the criteria for EFA testing, as detailed in Appendix C.
In summary, the KMO and Barlett’s Test confirmed that the data was suitable for factor analysis
The research identified three independent factors with eigenvalues exceeding 1, specifically 6.563, 1.605, and 1.334, confirming the initial hypotheses These factors collectively account for 67.88% of the total variance explained Additionally, the total variance for these independent factors is 3.148, with a cumulative percentage of 78.71% Detailed results can be found in Appendix C.
The Rotated Factor Matrix in Table 4.4 presents the items and their corresponding factor loadings, with loadings exceeding 0.5 deemed acceptable The items are organized into defined clusters based on these significant factor loadings.
0.50 All variables belonged to the right concept as the research had proposed in advance
After rotating, 18 variables of this research were divided into the four components:
Component 1 “Attitude towards the behavior to purchase counterfeit product” (ATB) included ATB 1; ATB 2; ATB 3; ATB 4; ATB 5; ATB 6; ATB 7
Component 2 “Subjective Norms” (SUN) included SUN 1; SUN 2; SUN 3; SUN 4
Component 3 “Perceived behavior control” (PBC) included PBC 1; PBC 2; PBC 3
Component 4 “Customer intention to purchase counterfeit product” (BIN) included BIN 1; BIN 2; BIN 3; BIN 4
In conclusion, the measurement scales have applied in this research has convergent validity and discriminant validity
Multiple Linear Regression
Following the evaluation of the measurement scale's reliability and validity, multiple linear regression analysis was utilized to examine the correlations and test hypotheses regarding the influence of independent factors on the dependent variable This method was specifically applied to assess hypotheses 1 through 3, focusing on the strength of each independent factor's impact.
BIN 4 0.729 and perceived behavior control, assumed as the dependent variable in which were considered as the independent variables behavioral intention However, before conducting multiple regressions, it required the variables to satisfy some crucial assumptions
According to Leech et al (2005), there were four main assumptions:
• Assumption 1: The residuals were independent
• Assumption 2: The linear relationship between independent variables and dependent variable occurred
• Assumption 3: The residual was distributed normally
• Assumption 4: No multicollinearity among independent variables
The hypotheses of the dependent variables (Behavioral Intention) are developed by the multiple linear regression analysis which is also used to test the hypotheses model of this research
After assessing the multiple linear regression method by using the SPSS software, the results of multiple linear regressions is shown in the Table 4.8
The variance inflation factor (VIF) is a crucial metric that measures how much the variance of estimated regression coefficients is inflated due to correlations among predictor variables A VIF value exceeding 3 suggests the need for further investigation, while values over 10 indicate serious multicollinearity issues In our analysis, all VIF values ranged from 1.299 to 1.885, indicating that multicollinearity does not pose a significant threat to the integrity of our final results.
In summary, all assumptions of multiple linear regression were satisfied
Pearson correlation was used to identify the correlations between independent factors and dependent factor, to determine if the predictors were sufficiently corrected or not (Leech et al, 2005)
The Pearson correlation analysis indicated that all predictors showed a moderate to high correlation with the engagement factor, as detailed in Table 4.5 This suggests that these variables are suitable for further multiple regression analysis Importantly, no correlation exceeded 0.5, minimizing the risk of multicollinearity, and all values remained below 0.8 with significant levels (Sig
