Impulse Buying Behavior In Counterfeit Luxury Brands Product: Evidence From Indonesia
This study intends to understanding of the impact of Value Consciousness (VC) and
Product Involvement (PI) on Indonesian consumer‘s impulse buying behavior in counterfeit
luxury brands product contexts. This study also attempts to show link between that Value
Consciousness and impulse buying may be serve a product involvement as moderator and
mediating variabel on luxury brands product counterfeiting in the context.
The results finding and show that value consciousness tendency and impulse buying
behaviour with product involvement are from three experiments demonstrate that high and low
Value Consciousness holds key insights into understanding consumers‘ impulse buying for
luxury brand counterfeit product. Product involvement as moderates has positive effects on
relationship of value consciousness and impulse buying of luxury brand counterfeit product.
Product involvement as mediator did‘nt have influence on VC and impulse buying counterfeit
luxury brand product (LV and Hermes handbags). Evidence of product involvement as a
mediator does not exist of VC and Impulse buying.
Research limitations/implications – This research only investigates two brand of one
product category (handbags) in the context of non-deceptive counterfeiting. The article,
therefore, contributes to the literature regarding the demand for counterfeits as well as the
value consciousness, and consumers‘ impulse buying behavior in Indonesia.