TABLE OF CONTENTS
ACKNOWLEDGEMENTS ............................. I
ABSTRACT ............................................. II
TABLE OF CONTENTS ...................................... III
LIST OF TABLES ....................................... VII
LIST OF FIGURES .................................. VIII
CHAPTER ONE INTRODUCTION ............................... 1
1.1 Research Background. ...................... 1
1.1.1 Counterfeit Overview. ............................ 1
1.1.2 Vietnam Economy and Counterfeit Problems. .......... 2
1.1.3 Research Motivation. ............................. 3
1.1.4 Research Objective. ............................... 5
1.2 Research Structure. .............................. 7
1.3 Research Contribution. ........................... 8
1.3.1 Research Gap I. ................................. 8
1.3.2 Research Gap II. ........................... 10
CHAPTER TWO LITERATURE REVIEW .......................... 11
2.1 Fundamentals of Research Framework. ................ 11
2.2 Introductions of Examined Variables. ................ 12
2.2.1 Past Experience. ................................. 12
2.2.2 Attitude toward Luxury Brands. .................... 13
2.2.3 Price Concern. ............................. 14
2.2.4 Favorable Attitude toward Counterfeit. ............ 14
2.2.5 Purchase Intention. .................. 16
2.2.6 Perceived Risk. ....................... 17
2.3 Hypotheses Development. ................. 18
2.3.1 Past Experience and Attitude toward Counterfeit. .. 18
2.3.2 Attitude toward Luxury Brand and Attitude toward Counterfeit. ....... 19
2.3.3 Price Concern and Attitude toward Counterfeit. .... 20
2.3.4 Attitude toward Counterfeit and Purchase Intention. ..... 21
2.3.5 Moderating Effect of Perceived Risk on The Relationship between Attitude toward Counterfeit and Purchase Intention. .......................... 23
2.4 Control Variables. ............................. 24
2.4.1 Age. ........................................ 24
2.4.2 Gender. ................................ 24
2.4.3 Education. ............................. 24
2.4.4 Income. ................................... 25
2.4.5 Integrity. ................................. 25
2.4.6 Normative Susceptibility. .................. 25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY ......... 27
3.1 Conceptual Model. ........................... 27
3.2 Questionnaire Design and Construct Measurements. ............... 28
3.2.1 Past Experience. ...................... 28
3.2.2 Attitude toward Luxury Brand. ................ 29
3.2.3 Price Concern. ........................ 29
3.2.4 Favorable Attitude toward Counterfeit. ............ 30
3.2.5 Perceived Risk. ....................... 31
3.2.6 Purchase Intention. .................. 31
3.2.7 Integrity Control Variables. ............... 32
3.2.8 Normative Susceptibility Control Variables. ....... 32
3.3 Summary of Hypotheses. .................. 32
3.4 Sampling Plan. ................................. 33
3.5 Data Analysis Procedures. ................ 34
3.5.1 Descriptive Statistic Analysis. .................. 34
3.5.2 Interrelationship between Research Variable. ......... 34
3.3.3 Multiple Regression. .............. 34
CHAPTER FOUR EMPIRICAL RESULTS ............... 36
4.1 Descriptive Analysis. ........................ 36
4.1.1 Data Collection. ..................... 36
4.1.2 Characteristics of Respondents. .............. 36
4.1.3 Measurement Results for Relevant Research Variable. ........ 38
4.2 Inter-Item Correlation Matrix. ............. 40
4.3 Structural Equation Model. ................. 42
4.3.1 Confirmatory Factor Analysis. ............ 42
4.3.2 The Overall Model. .................. 45
4.4 Hierarchical Regression Analysis for Perceived Risk as a Moderator........ 50
CHAPTER FIVE CONCLUSION ................. 52
5.1 Research Conclusions........................ 52
5.2 Managerial Implications. .................. 56
5.2.1 Theoretical Contribution. ............... 56
5.2.2 Practical Implication. ............... 56
5.3 Limitations and Future Directions. ................ 58
REFERENCES .......................................... 59
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