Responding to the call for investigation of consumer-side
explanations of buying behavior of fashion counterfeits, this study
found that past purchase experiences, attitudes toward buying
counterfeits by economic and hedonic benefits, and individual
characteristics (that is, materialism, perception of future social
status, and self-image) are major determinants of the purchase
intention of counterfeits and originals. In addition, the study confirmed
that purchase intention of originals decreases purchase
intention of counterfeits, whereas purchase intention of counterfeits
increases purchase intention of originals.