Investigation of factors that affect consumers purchase intention of original and counterfeit products

Luxury is an old concept dating back to the ancient civilizations and the concept of counterfeit was born after luxury concept are addressing a wide market in today's world. Consumers of original (genuine) luxury branded products and consumers who buy counterfeits of these products are the population of this thesis. In this study, factors that affect consumers purchase intention of original and counterfeit products were examined. As a result of the study, it was concluded that economic benefit and hedonic benefit had a positive effect on intention to purchase counterfeit products. Hedonic benefit has a positive effect on the intention to purchase the originals of luxury products, while financial risk has a positive effect on the intention to purchase original products. Financial risk and performance risk has a positive impact on the intention of purchasing counterfeit goods. Performance risk has a positive effect on the intention to purchase the original product. While social risk has a negative effect on the intention to purchase counterfeit products, it has no significant effect on the intention to purchase the original product. While materialism has a positive effect on the intention to purchase counterfeit products, it has a positive effect on the intention to purchase the original product. Public self-consciousness has no significant effect on the intention to purchase originals of luxury products. Key Words: Original product, counterfeit product, purchase intention of original product, purchase intention of counterfeit product, luxury, economic benefit, hedonism, perceived risk, materialism, public self-consciousness.