Chapter V Conclusion and Suggestions
5.2 Suggestion for Future Research
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nevertheless, from the data analysis (simple regression analysis) findings that there are two variables especially significant for both consumers to purchase genuine and counterfeit luxury bags, namely motivation of conspicuous consumption and psychological factor of self-gratification. However, researcher also conducted hierarchical multiple regression that found out these two variables—conspicuous consumption and self-gratification are highly correlated, hence, only conspicuous consumption has explanatory effect when they are considering in the same time.
5.2 Suggestion for Future Research
This research provides interesting results for marketers who work in luxury industry, and the importance of purchase behavior of luxury product among Taiwanese female consumers. Moreover, the study proves that variety of factors, such as personal purchase motivation and individual differences, but also age and disposable income are essential predictors of the willingness on whether purchase genuine luxury bags or counterfeit luxury bags. However, the study still exists few limitations and could be further discuss in future research.
Firstly, researcher examined the measurement scale after completed the survey results, and found out the items for self- gratification is not good enough to measure the efficiency of the research variable. Hence, it might be one of reasons which caused conspicuous consumption and self-gratification has high correlation, it should be aware
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Secondly, the non-probability sample of respondents may not be representative of the entire consumer market of luxury bags, although the survey respondents have acquired the necessary characteristics and are actual or potential luxury products’
consumers. Some demographic factors, such as educational level was not included in the analysis because it failed to show significant correlation with the dependent variable.
Meanwhile, the research only collected data 202 female respondents, a larger sample size is needed and could consider examine demographic factors for future study to assure the validity and reliability if the study.
Moreover, even though the research framework includes demographic factors and indeed researcher had run the pre-test, however, the pre-test results of demographic factors, including age and disposable income both do not reach validity value of factor loading and Cronbach's α are not reliable. Hence, researcher found out might due to the questionnaire distribution method that the platform was via internet and focus on luxury bags related websites. The design is to include interested respondents initially, however, it might cause the target people are too similar and make no difference between them.
Furthermore, although all the variables that researcher had examined are significantly supported, the variable of self-confidence has relatively low beta value (0.084), hence, I suggest conducting an experiment study in the future to narrow down on this variable, and find out the reason why self-confidence has little influence on consumers to purchase genuine and counterfeit luxury bags. And the researcher may have left out other meaningful psychological or sociological variables which may
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contribute to the explanation of dependent variable, such as social network, advertising appeal, materialism, socioeconomic status and so on.
In conclusion, the foregoing suggestions might give scholar who has interested in consumer behavior of luxury industry an insight and gain more findings for future research.
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Appendix I
English Version of the Questionnaire
Questionnaire
Hello!
This survey is part of a research to complete master degree at the National Chengchi University. The aim is to understand the differences of consumers’ purchase behavior toward genuine luxury bag and counterfeit bag.
If you are female age between 20 and 45, please help me complete the following survey, it will take around 10 minutes to complete. All your answers will only be used for academic purposes and they are anonymous and confidential.
Thank you!
Part A– DEMOGRAPHICS
Q.1 Please indicate your gender
a) Female b) Male
Q.2 Please indicate your age a) Under 20
b) 20-35
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c) 36-45 d) Above 45
Q.3 Please indicate your education level
a) High School and below b) Undergraduate
c) Graduate and above
Q.4 Please indicate your monthly disposable income (in New Taiwanese Dollars)
a) Less than 15,000 b) 15,000-40,000 c) 40,000-65,000 d) Over 65,000
Part B– PURCHASE MOTIVATION
In this section, please indicate your purchase motivation toward the product.
Q.5 I buy genuine luxury bag…
A. because I want to show others that I am wealthy
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
B. because not many can afford it
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
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C. because it can make me become the center of attraction
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q.6 I might consider purchase counterfeit bag (1:1 and super A level)…
A. When it is difficult to distinguish between the counterfeit and the genuine luxury bags for me.
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
B. When the quality of counterfeit luxury bag is good and acceptable.
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
C. When genuine luxury bag is too expensive for me
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
D. When I cannot afford to buy genuine luxury bag
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q.7 Purchasing genuine luxury bag… to me
A. is important, because I like to possess really nice things
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
B. gives me a lot of pleasure.
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
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C. is worthy, even I have to pay high price to own it
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q.8 I usually…
A. purchase bags with well-knowing brand or designer
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
B. feel a sentimental attach to bags I purchase
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q.9 I will not consider purchasing…
A. genuine luxury bags because it is nothing more than accessory to me
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Part C – INDIVIDUAL DIFFERENCE
In this section, please indicate your individual factors to the purchase behavior.
Q.10 I think purchasing counterfeit bags…
A. will harm the original brand owner’s business
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
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B. is an unethical behavior
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
C. make me feel socially inferior when people find out
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q.11 I think purchasing genuine luxury bags…
A. can boost up my confidence
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
B. can increase my social status, even I have to pay high price
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
C. is necessary, because it presents high social status
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q.12 When I purchase fashion bags
A. I will take ethical obligation into consideration
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
B. I will take the frequency of social events that I have to attend into consideration a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
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Q.13 When I attend social events
A. the real/fake of fashion bags is an important index for me
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Part D– PREFERENCE & ATTUITUDE
In this section, please indicate your individual preference and attitude to the purchase behavior.
Q.14 Evaluate the following factors’ influence when purchasing genuine luxury bag
Strongly Agree
Agree Neutral Disagree
Strongly
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Q.15 Evaluate the following factors’ influence when purchasing counterfeit luxury bag
Strongly Agree
Agree Neutral Disagree
Strongly Disagree Counterfeit
Luxury Bag’s Quality
Genuine
Luxury Bag’s Price
Moral Concern
Q.16 Your Email (lottery prize purpose)
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Appendix II
Chinese Translation for the Questionnaire
20 45
10
Part A–
Q.1
a) b)
Q.2
a) 20 b) 20-35 c) 36-45 d) 45
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Q.3
a) b) c)
Q.4 /
a) 15,000 b) 15,000-30,000 c)30,000-45,000 e) 45,000
Part B–
Q.5
A.
a ) b ) c ) d ) e )
B.
a ) b ) c ) d ) e )
C.
a ) b ) c ) d ) e )
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Q.6 A A …
A.
a ) b ) c ) d ) e )
B.
a ) b ) c ) d ) e )
C.
a ) b ) c ) d ) e )
D.
a ) b ) c ) d ) e )
Q.7
A.
a ) b ) c ) d ) e )
B.
a ) b ) c ) d ) e )
C.
a ) b ) c ) d ) e )
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Q.8
A.
a ) b ) c ) d ) e )
B.
a ) b ) c ) d ) e )
Q.9
A.
a ) b ) c ) d ) e )
Part C –
Q.10
A.
a ) b ) c ) d ) e )
B.
a ) b ) c ) d ) e )
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C.
a ) b ) c ) d ) e )
Q.11
A.
a ) b ) c ) d ) e )
B.
a ) b ) c ) d ) e )
C.
a ) b ) c ) d ) e )
Q.12
A.
a ) b ) c ) d ) e )
B.
a ) b ) c ) d ) e )
Q.13
A.
a ) b ) c ) d ) e )
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Part D–
Q.14
Q.15
Q.16 Email