How does the sense of belonging to an online community influence the purchasing intention of counterfeit product? / Margaux STEFANSKI / 2020

Titre : How does the sense of belonging to an online community influence the purchasing intention of counterfeit product? Type de document : Mémoire Auteurs : Margaux STEFANSKI, Auteur Année de publication : 2020 Importance : 47 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CONTREFACON ; PRODUIT DE LUXE ; RESEAU SOCIAL ; COMPORTEMENT DU CONSOMMATEUR Résumé : Purpose/Research question: The rise of online community has mainly contributed to the growing phenomenon of counterfeiting purchase online. There communities have different format: forum, social networks, website only dedicated for counterfeiting purchase. These mediums are a way for consumer to find information and exchange their experience through word of mouth. The purpose of this study is to investigate how does the sense of belonging to these online community influence the purchase intention of counterfeit product. Methodology: This study is based on qualitative method through in-depth interviews of 10 respondents. The interviews were conducted with eight women and two men who had already bought luxury counterfeit or at least luxury item. Findings: The study highlighted that when an individual belong to an online community dedicated to counterfeit product, it tends to positively influence its purchasing intention of knockoff. Some respondents in the study who were quite opposed to counterfeiting at the beginning ended up by buying because of WOM in the community. However, this group effect influence seems to work for a short period since most of the respondent were not ready to buy again counterfeit. Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529798