Nor Syahida binti Ahmad

2018263822

Purchase Intention of Counterfeit Product – Syahida

Data Analysis
Respondents’ Profile
Variables Description Frequencies Percentages
Gender Female 73 73.0
Male 27 27.0
Age 18-25 60 60.0
26-30 13 13.0
31-35 11 11.0
36-40 12 12.0
Above 40 4 4.0
Education Diploma/STPM/Certificate 33 33.0
Postgraduate 10 10.0
SPM 12 12.0
Undergraduate 45 45.0
Employment Employed for wages 36 36.0
Housewife 5 5.0
Job Seeker 6 6.0
Self-employed 11 11.0
Student 42 42.0
Experience in No
Buying
Counterfeit 41 41.0
Products
Yes 59 59.0

Reliability Analysis
Variables N of items Cronbach’s alphas
Information Susceptibility 3 .633
Normative Susceptibility 4 .861
Price-Quality Inference 4 .802
Value Consciousness 3 .717
Novelty Seeking & Status 5 .933
Conscious
Attitude 3 .918
Purchase Intention 4 .934

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Correlation Analysis

NoVariables Mean SD 1 2 3 4 5 6
1 Information Susceptibility 4.27 .54 1
2 Normative Susceptibility 3.39 1.00 .179* 1
3 Price Quality Inference 4.10 .66 .390 .297
** **
1
4 Value Consciousness 4.27 .51 .120 .101 .061 1
5 Novelty Seeking & Status
3.25 1.02 .141 .582** .237** .112 1
Consumption
6 Attitude 2.92 1.02 .122 .308** .065 .081 .455** 1
7 Purchase Intention 2.90 .96 .097 .259** .146 .143 .347 .872
** **

Notes: *. Correlation is significant at the 0.05 level (1-tailed). **. Correlation is significant at the
0.01 level (1-tailed). N=100

The Respondent Profile Analysis

The data collection for the survey was made through online questionnaire distribution
using google form. The study collected respondents’ information consisting of five aspects
which include respondents’ gender, age, education, employment, and respondents’ experiences
in buying counterfeits product. The data analysis shows that out of 100 respondents majority of
respondents which constitutes 73% are female and 27% are male. This is a normal phenomenon
in Malaysia especially in higher educational institutions where female outnumbers male.
Pertaining to the age distribution of the respondents, the question consists five options
that group the respondents into different age categories where the first group that reflects 18-25
years old represents the highest number of respondents amounting to 60% out of 100
respondents. And the least number of respondents falls under the category of above 40 years old
with only 4% of the total respondents. As the survey was conducted among social media users, it
is expected that most of the respondents will represent the age group of 18-25 years old.
Another variable is the education level of the respondents, out of 100 respondents, 45%
of them are Undergraduate, followed by those holding Diploma/STPM/certificate with 33% and
the least number of respondents are holding Postgraduate degree with only 10% of those
completed the survey. Again, the survey was conducted online platform, it is expected to have
more undergraduate students to participate than other groups.

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The next variable is respondents’ employment status where the highest number goes to
student respondents with 42% out of 100 respondents and followed by employees working in
various organizations with 36% and the lowest number of respondents is represented by
housewife with the percentage of 5% of the total respondents. It can be inferred that students are
more active in participating in online survey than the other groups.
And the last variable is respondents’ experience in buying counterfeit products. A total of
59% of them shared that they had experience in buying counterfeit products and the remaining
41% of respondents mentioned that they had never experience in such activity. Since this study is
on the intention of purchasing counterfeit products, the respondents are suitable to be included.

Reliability Analysis

The minimum acceptable value for Cronbach's alpha is 0.60. The scores below this value
are considered low reliability and unacceptable for studies. Meanwhile, the maximum expected
value is between 0.80 and 0.90 that is usually preferred. The study incorporated five factors that
are represented by information susceptibility, normative susceptibility, price-quality inference,
value consciousness, novelty seeking & status conscious, attitude and purchase intention. Based
on the result of the reliability analysis, all the five variables are having Cronbach’s alpha values
between .633 and .933, which are considered reliable. The lowest Cronbach alpha value is for
information susceptibility which is 0.633 and the highest Cronbach’s alpha is for novelty seeking
& status conscious with the value of 0.933. The dependent variables for this study which are
purchase intention and attitude have Cronbach alpha values of .934 and .918, which are also
reliable. These values indicate that all items measuring the intended variables are reliable and
expected to provide accurate results for the study.

Correlation Analysis

Based on the result of the correlation analysis, it shows that out of five only two variables
are significantly correlated with the dependent variables; attitude and the purchase intention, at
the 0.01 level. One of the two variables is normative susceptibility where has a strong significant
correlation with attitude and the purchase intention. According to Ting, Goh and Mohd Isa

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(2016), normative susceptibility is known as customer behaviors and purchase decisions that are
based on the expectation to impress others and the society has the power to influence customer
attitude and purchase intention in buying counterfeits products. Thus, it can be concluded that
normative susceptibility is important to affect consumer attitudes and purchase intention in
buying counterfeit luxury goods. Therefore, the hypothesis is supported.
Another variable that has a strong significant correlation at the 0.01 level with attitude and
the purchase intention is novelty seeking & status consumption. Status consumption is defined
by Ajitha and Sivakumar (2017) in their study as the motivational process of individuals who
want to improve their social status through the products that could convey desired good image to
the public. These individuals usually have the intention to portray a good impression through
buying and using the luxury brands and the users believe that those products would be able to
communicate their identity and image to the society. While, Bhatia (2017) articulated in his
article that novelty seeking is related to the customer behavior to always follow the changes in
fashion to become trendy and this behavior will make them always seek new and updated
products. This behavior is the result of customer belief to convey a good image and impression
to the public. As such, the following hypothesis that status consumption and novelty-seeking
have a negative influence on the purchase intention of counterfeit luxury goods is supported.

References

Ajitha, S., & Sivakumar, V. (2017). Understanding the effect of personal and social value on
attitude and usage behavior of luxury cosmetic brands. Journal of Retailing and Consumer
Services, 39, 103-113. doi:10.1016/j.jretconser.2017.07.009

Bhatia, V. (2018). Examining consumers’ attitude towards purchase of counterfeit fashion

products. Journal of Indian Business Research, 10(2), 193-207. doi:10.1108/jibr-10-2017-
0177

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Ting, M., Goh, Y., & Isa, S. M. (2016). Determining consumer purchase intentions toward
counterfeit luxury goods in Malaysia. Asia Pacific Management Review, 21(4), 219-230.
doi:10.1016/j.apmrv.2016.07.003

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