Purchasing Counterfeit Mobile Accessories among Millennials
Nor Hashima Hashim, Nabila Binti Mohd Zainal, Nur Intan Syafinaz Binti Mohd Zaiharin & Siti Suriani Binti Ramle
Arshad Ayub Graduate Business School, Universiti Teknologi MARA
Counterfeiting is an emerging issue that affects the economy, businesses, and consumers worldwide. This study focuses on factors such as price, ethical concern, and social influence that affects the purchase intention towards counterfeit mobile accessories products among millennials staying in Shah Alam, a suburb township in Selangor, Malaysia. The study uses a questionnaire as the source of its primary data. A total of 305 usable questionnaires were further used for data analysis. Multiple regression analysis was used to analyze the data. Results show there is a significant relationship between price, ethical concern, and social influence with purchase intentions towards counterfeit mobile accessories products among millennials. Results found that social influence factor is the most significant factor in influencing purchase intention towards counterfeit products, followed by ethical concern and price factors. The findings will provide an understanding of millennials’ behavior to the context of the study and add to the body of knowledge in understanding consumer behavior.
Keywords: Mobile accessories, Millennials, Counterfeit products, Malaysia