The luxury fashion industry suffers substantial losses due to non-deceptive counterfeit purchase behavior. This study extends prior research on such behavior by investigating the factors influencing non-deceptive counterfeit purchase behavior of luxury fashion goods in India, a country that scores high on collectivism and low on indulgence in regard to Hofestede's cultural dimensions. Specifically, (a) based on the extant literature as well as by (b) adding a novel variable, we theorize and empirically test a model that proposes a more comprehensive attitudinal construct specifically reflective of attitude to counterfeits by incorporating integrity, materialism, risk seeking, price–quality interface, smart shopper self-perception, and subjective norms as antecedents of attitude towards counterfeit luxury products. Importantly, the paper investigates the mediating role of this comprehensive attitudinal construct in the relationship between intentions to purchase counterfeit and antecedents. The results offer novel theoretical insights that could be also advantageously employed by practitioners to restrain non-deceptive counterfeit behavior.

中文翻译：

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奢侈时尚产品的非欺骗性仿冒购买行为

由于非欺骗性的假冒购买行为，奢侈时尚行业蒙受了巨大损失。本研究通过调查影响印度奢侈品非欺骗性假冒伪劣购买行为的因素扩展了先前对此类行为的研究，印度是一个在 Hofestede 的文化维度上的集体主义得分高而放纵程度低的国家。具体而言，（a）基于现有文献以及（b）添加一个新变量，我们对一个模型进行了理论化和实证检验，该模型提出了一个更全面的态度结构，通过结合诚信、唯物主义、风险寻求来具体反映对假货的态度、价格-质量界面、聪明的购物者自我认知和主观规范作为对假冒奢侈品的态度的前提。重要的，本文研究了这种综合态度结构在购买假冒产品的意愿和前因之间的关系中的中介作用。结果提供了新的理论见解，从业者也可以有利地利用这些见解来限制非欺骗性的假冒行为。