Kimlik Faktörünün Taklit Ürüne Yönelik Tutum ve Davranışsal Niyet Üzerine Etkisi: Bir Yapısal Eşitlik Modellemesi
The Effect of Identity Factor on Attitude and Behavioral Intentions Towards Counterfeit Products: A Structural Equation Modeling

Summary/Abstract: Turkey ranks 3rd in counterfeit product exports, after the People's Republic of China and Hong Kong. Therefore, it is important for all stakeholders to reveal the motivations of consumers in Turkey to purchase counterfeit products and the reasons for their purchasing behavior. In this study, the "identity" factor, one of the sources of motivation, was examined. In this context, there are three types of identity in the literature: moral, social, and collective identities. The study investigates the effects of social and collective identity and moral identity types on attitudes towards counterfeit products. The data were analyzed with the SmartPLS program based on PLS (partial least squares) structural equation modeling. The survey form used in the research was prepared in the form of a five-point Likert for ease of understanding. A convenience sampling method was used. According to the results obtained from the analysis, while social identity and collective identity have no effect on the attitude towards counterfeit products, moral identity has an effect. In other words, as moral identity increases, attitude towards counterfeit products decreases.

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