Counterfeiting has become a growth industry in Indonesia. Consumers in Indonesia tend to find counterfeit products very easily, especially fashion products. The aim of this quantitative study is to analyze personal values and social factors toward counterfeit items and the intention to purchase counterfeit goods in Indonesia, with a focus on fashion products. The study also aims at analyzing the influence of novelty seeking, integrity values, and status consumption on people’s attitudes toward counterfeit goods. Furthermore, this study also addresses the influence of perceived risk, information susceptibility, physical vanity, and vanity-achievement on the intention to purchase counterfeit products. One hundred and ninety-three respondents were included in our study after survey questionnaires had been distributed in Indonesia. The respondents were 19 to 44 years old, living in Jakarta, Tangerang, Bogor, Bekasi, Yogyakarta, Bandung, Medan, Jambi, Batam, Pekanbaru and Samarinda, all of which are larger cities in Indonesia. Data were analyzed using partial least squares. The results of the study showed that the attitude toward counterfeit items was the most important factor in the willingness to purchase counterfeit goods. Novelty seeking, integrity, status consumption, and information susceptibility were also important determinants of people’s attitudes toward counterfeit products. Perceived risk, physical vanity, and achievement vanity were found to have an insignificant relationship with the intention to purchase counterfeit products .  This study also has an impact on marketing strategies. One of them is marketers can offer very prestigious brands to reduce the trade in counterfeit luxury brands.

中文翻译：

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时尚品牌的假冒购买意图：作为决定因素的消费者的个人价值观和社会方面

假冒已成为印度尼西亚的一个增长行业。印度尼西亚的消费者往往很容易找到假冒产品，尤其是时尚产品。这项定量研究的目的是分析个人价值观和社会因素对假冒商品以及在印度尼西亚购买假冒商品的意愿，重点关注时尚产品。该研究还旨在分析求新、诚信价值观和身份消费对人们对假冒商品态度的影响。此外，本研究还探讨了感知风险、信息敏感性、身体虚荣心和虚荣心成就对购买假冒产品意图的影响。在印度尼西亚分发调查问卷后，193 名受访者被纳入我们的研究。受访者年龄在 19 至 44 岁之间，居住在雅加达、坦格朗、茂物、勿加泗、日惹、万隆、棉兰、占碑、巴淡岛、北干巴鲁和三马林达，这些都是印度尼西亚的大城市。使用偏最小二乘法分析数据。研究结果表明，对假冒商品的态度是购买假冒商品意愿的最重要因素。求新、诚信、身份消费和信息敏感性也是人们对假冒产品态度的重要决定因素。发现感知风险、身体虚荣和成就虚荣与购买假冒产品的意愿无关。这项研究对营销策略也有影响。