Towards a general model explaining physical and digital counterfeits

Abstract

Purpose

Demand for fake physical and digital products is a global phenomenon with substantive detrimental effects on companies and consumers. This raises various questions and issues, such as whether there are generalizable explanations of purchase intentions.

Design/methodology/approach

This research is based on consumer samples from three different countries. This paper develops and tests a model based on the theory of planned behavior (TPB) to explain both the demand for counterfeits and digital piracy. Respondents were questioned about physical products (e.g. clothing, accessories) from well-known brands and digital products (e.g. software, music).

Findings

Socially oriented motives such as embarrassment potential, ethical concerns and social norms explain the intention to purchase fake physical and digital products, while personally oriented motives (e.g. self-identity) have indirect effects but not a direct impact on purchase intention.

Research limitations/implications

As our results show, we find evidence for a general model – contributing and supporting our first and primary research goal of providing a theoretically robust model that bridges the gap between two streams of literature.

Practical implications

The fact that drivers of buying counterfeit physical and digital goods are similar across countries provides justification for companies and international organizations to bundle their efforts and thus leverage them more strongly on a global scale.

Originality/value

We provide a basis for consolidating future research on demand for counterfeits and pirated goods because underlying factors driving demand are similar across the three countries studied herein.

Citation

Molina-Castillo, F.-J., Penz, E. and Stöttinger, B. (2021), "Towards a general model explaining physical and digital counterfeits", Marketing Intelligence & Planning, Vol. 39 No. 7, pp. 873-892. https://doi.org/10.1108/MIP-12-2020-0529