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UNIVERSITY OF ECONOMICS HO CHI MINH CITY t to ng International School of Business hi ep w n lo ad y th ju Pham Thi My Hien yi pl n ua al va n ANTECEDENTS AND OUTCOME OF CONSUMER ATTITUDE TOWARD COUNTERFEIT PRODUCTS ll fu oi m at nh z z k jm ht vb n a Lu Dr Nguyen Thi Mai Trang om SUPERVIOR l.c gm MASTER OF BUSINESS (Honours) n va y te re th Ho Chi Minh City – Year 2014 t to Acknowledgement ng hi ep I would like to express my sincere gratitude to my supervisor, Dr Nguyen Thi Mai Trang w n lo for the valuable supervision, the support and encouragement she gave me ad ju y th I would like to express my gratitude to my ISB class friends for SPPS directions Your yi encouragement, excellent guidance, and critical comments have greatly contributed to pl ua al this thesis n Finally, I would like to thank all of the respondents without whom, this research would n va have been impossible ll fu at nh March 2014 oi m Pham Thi My Hien z z k jm ht vb om l.c gm n a Lu n va y te re th t to Abstract ng hi ep Counterfeiting is increasing and becoming a complicated issue across different countries w n on the world and Vietnam is not exceptional, so the policy makers and managers always lo ad try to find ways to face with the counterfeiting and reduce counterfeit products in the y th ju market This paper attempts to investigate the impact of the social cost and perceived risk yi pl on consumers’ attitude toward non-deceptive counterfeit products and behavioral al n ua intention to purchase these ones n va In order to this, basing on existing literature in this field, a questionnaire is designed fu ll and validated, then based on the data that were collected from the 176 respondents' m oi answers to the designed questionnaire, the analysis is conducted and the results as well as at nh the relations among the factors are explained z z The results show that the factor of social cost has an impact on consumers’ attitude and ht vb k jm purchase intention toward counterfeit products Moreover, the result indicates that gm intention to buy counterfeit products is influenced by consumers’ attitude toward these om l.c products The hypotheses are tested with data collected from convenient sample of consumers in Ho Chi Minh City and the SPSS software is used to analyze the data n a Lu gathered from the respondents n va y te re th t to Table of Contents ng hi ep Abstract w n List of tables lo ad Chapter 1: Introduction y th ju 1.1 Research background yi pl 1.2 Research problems al n ua 1.3 Research objectives n va 1.4 Research methodology and scopes ll fu 1.5 The structure of the study m oi Chapter 2: Literature review and hypotheses nh at 2.1 Purchase intention to counterfeit products z z 2.2 Consumers’ attitude toward purchasing counterfeit products 10 ht vb k jm 2.3 Perceived risk 12 gm 2.4 Social cost of counterfeits 13 om l.c 2.5 The conceptual model 15 Chapter 3: Research methodology 16 a Lu 3.1 Research design 17 n n y te re 3.3 Research process 17 va 3.2 Measures of the constructs 19 Chapter 4: Data analysis and data results 27 th 3.4 Data analysis method 23 t to 4.1 Sample characteristics 27 ng hi 4.2 The reliability test: The cronbach’s alpha test 28 ep 4.3 Exploratory factor analysis (EFA) 30 w n 4.4 Multiple regression analysis 31 lo ad Chapter 5: Conclusions, implications and limitations 47 y th ju 5.1 Conclusion 47 yi pl 5.2 Managerial implications 49 al n ua 5.4 Limitations and future research 52 n va References 53 fu ll Appendix A 59 m oi Appendix B 52 nh at Appendix C 65 z z Appendix D 67 ht vb k jm Appendix E 69 om l.c gm n a Lu n va y te re th t to List of Tables ng hi ep Table 3.1: The results of collecting questionnaires 38 w n lo Table 4.1: Sample chracteristics 39 ad ju y th Table 4.2: The results of Cronbach’ alpha 40 yi Table 4.3: KMO and Barlett’s Test 40 pl n ua al Table 4.4: Total Variance Explained of Independent Variables 41 n va Table 4.5: Rotated component maxtrix 42 ll fu Table 4.6: Correlations matrix of social cost, risk and attitude 42 m oi Table 4.7: Model summary 43 at nh Table 4.8: Anova 44 z z jm ht vb Table 4.9: Regression result of “attitude” model 45 Table 4.10: Correlations matrix of purchase, social cosk, risk and attitude 45 k gm Table 4:11: Model summary 47 l.c om Table 4.12: Anova 47 a Lu Table 4.13: Regression result of “purchase” model 48 n n va Table 4.14: Summary of hypotheses testing result 48 y te re th t to CHAPTER 1: INTRODUCTION ng hi 1.1 RESEARCH BACKGROUND ep Counterfeiting issue started since 1970s and is continuously spreading over the w n world as the result of the globalization and lowering the trading barriers in international lo ad transactions Most of the countries have been influenced by counterfeit products and their y th ju economics have faced to the high crisis According to the International Chamber of yi pl Commerce, the international trade in counterfeit products is worth $650 billion Vietnam al n ua is ranked fifty third globally about the size of its counterfeit market with total pirated n va market value of US$ 122 million (Counterfeit Goods and Piracy Industry, as cited in fu ll Cheng et al., 2011) According to Lai and Zaichowsky (1999), counterfeit products are m oi identical copies of authentic brands and products A product that has the same brand nh at name or logo with legitimate one but without the permission of the registered owner is z z considered as a counterfeit or “fake” product According to the World Customs ht vb jm Organization, counterfeit products account for roughly from to 10 percent of the k world’s trade and their sales revenue are rising up (Arog Limited, 2008) As the statement gm om l.c from the International Chamber of Commerce, pirated goods are manufactured and consumed in virtually all global economies and have a big effects on trade, foreign a Lu n investment, employment, criminality, innovation and the environment (International y te re Counterfeiting Coaltition forecasted that counterfeiting caused losses of about US$200 n va Chamber of Commerce, as cited in Kozar and Marcketti, 2011) The International Anti- Economic Co-operation and Development (as cited in Kozar and Marcketti, 2011), traded th billion a year in lost jobs, unpaid taxes and lost sales According to the Organization for t to counterfeit products occupies over US$250 billion worth of internationally traded goods ng hi in 2007 In front of the high demand of consumers about buying counterfeit products and ep the high profit for counterfeit traders and manufacturers, counterfeiting continues to w n emerge globally (Amine and Magnusson, 2007) Counterfeiting has spread in every type lo ad of consumer goods, in luxury brands market and products, such as electronics, airplane y th ju and auto parts, pharmaceuticals, clothes, cosmetic and watches yi pl Counterfeiting is a worldwide issue across different industries and Vietnam with al n ua its open economy has also faced to its impact n va In Vietnam, the manufacturing and trading counterfeit products have developed fu ll more and more sophisticated in some recent years Most of the high quality products m oi which have high sales revenues have been faked The counterfeit products appear across nh at different provinces, from big center to small shops, from big cities to small towns in z z Vietnam Moreover, counterfeit products can be found in street vendors as well as legal ht vb k jm looking stores In recent years, many stores trading faked products have become well gm organized and imitate to set up a store the same as selling genuine products Furthermore, om l.c with the development of internet, now counterfeit products are increasingly sold online making consumers misunderstand about buying genuine products at discounted prices a Lu n Businesses have lost billions of dollars and reduced their brand reputation due to pirated y te re owner of cosmetic brands of Essance, Ohui and Whoo, just reached about 70-75 percent n va goods, for example with LG Vina’s situation According to Nguyen (2011), LG Vina, the to counterfeit goods become tougher and challenged because the technology of making th of the expected level due to counterfeit products in 2010 The combat of the government t to counterfeit products becomes more complicated, low awareness from consumers and ng hi high profit for counterfeit merchandises According to the Market Management Bureau ep (2013), the State found out over 13.101 cases with pirated goods, punished up to 53 w n billion VND in 2012 The first months in 2013, in the total imported counterfeit goods, lo ad there were over 2100 cases and punished more 1960 cases which estimated about 37.544 y th ju billion VND (the Market Management Bureau of South, 2013) yi pl Recently, much of research about counterfeiting has been deployed on the supply al n ua side of the issue, blaming the manufacturers, suppliers and governmental policy for n va liberation of pirating (McLaughlin, the White house, as cited in Kozar and Marcketti, fu ll 2011) However, as a basic economic reason that if no demand for fake goods exist, m oi supply will disappear automatically, consumers are also important participants in the nh at consumption of fake goods and existence of counterfeit trade (Yoo and Lee, Bian and z z Moutinho cited in Cat, 2010) Therefore, it is necessary to understand clearly potential ht vb k jm determinants affecting their attitudes and purchasing behaviors toward counterfeit gm products In some previous years, some scholars have investigated the counterfeit om l.c problems from the consumers’ perspective in different countries such as the research about the consumer’s role in the growth of trade mark piracy of Wee et al (1995) or the a Lu n consumer attitudes toward counterfeit goods in the paper of Cordell et al (1996) Cordell y te re by brand, the channel of the distribution and price Another example is the research about n va et al (1996) discovered three motivators for using pirated goods: the status symbolized (2012) Regarding to this topic, Furnham and Valgeirsson (2007) studied the effect of th the impact of non-price factors on purchase intention counterfeits of Hanzaee and Jalalian t to life values and materialism on buying counterfeit products in UK, Phau et al (2009) ng hi examined the consumers’ attitudes toward the counterfeit luxury goods in Singapore, and ep some other researches such as (Wilcox et al., 2009; Bian and Moutinho, 2009; Kozar and w n Marcketti, 2011; and Fernandes, 2012) In Vietnam, some researchers have been studied lo ad about this field but the number of scholars is still limited For example, Dinh (2011) y th ju researched about factors influencing purchase behavior of counterfeit products that yi pl focused on determinants of attitude function and conformity in counterfeit luxury goods, al n ua Nguyen and Tran (2013) investigated antecedents of consumer behavior toward n va counterfeit of fashion products in term of brand image, value consciousness, social fu ll influences and personal gratification Moreover, Nguyen and Tran (2013) focused to m oi study with respondents who had experience in using counterfeit products at nh 1.2 RESEARCH PROBLEMS z z In front of the significant development of counterfeit products, they actually ht vb k jm become the top concern of businesses as well as policy makers Beside of initiatives in gm reducing counterfeiting from the supply side, the other would be to address the demand om l.c side of counterfeit products According to Staake et al (as cited in Koklic, 2011), our understanding about structure and mechanisms of the counterfeit market is still limited a Lu n Therefore, knowing the determinants of the person’s attitude and intention to perform a y te re constructs that indicates in consumer behavior is perceived risk On the other hand, n va certain behavior regarding to the counterfeit purchase is very important One of the key declaration of Pollinger and Lewis (as cited in Cat, 2010) Thus, it is necessary to th counterfeiting is a harmful and risky business that has big impact on society as t to Furnham, F A., Valgeirsson, V H (2007) The effect of life values and materialism on ng hi buying counterfeit products The Journal of Socio-Economics, 36, 677-685 ep Grossman, G., Shapiro, C (1988) Foreign counterfeiting of status goods The Quarterly w n Journal of Economics, (February), 79-100 lo ad Goodwin, J (2006) The human cost of fakes Harper’s Bazaar, 3530(Jan), 53-54 y th ju Hanzaee, H K Jalalian, S (2012) Impact of non- price factors on purchase intention yi pl counterfeits Research Journal of Applied Sciences, Engineering and Technology al n ua 4(18) Maxwell Scientific Organization, (18), 3313-3322 n va Hair, J.F., Black, W.C., Babin, B.J, Anderson, R.E (201) Multivariate data analysis (7th fu ll ed.) London: Pearson Prentice Hall m oi Huang, J., Lee, Y., & Ho, H (2004) Consumer attitude toward gray market goods nh at International Marketing Review, 26(3), 598-614 z z Koklic, K M (2011) Non-deceptive counterfeiting purchase behavior: Atecedents of ht vb k jm attitudes and purchase intentions The Journal of Applied Business Rearch, 27(2) gm Kozar, M J., Marcketti B S (2011) Examining ethics and materialism with purchase of 7(3), 393-404 om l.c counterfeits Social responsibility journal Emerald Group Publishing Limited, a Lu n Lai, K., Zaichowsky, J (1999) Brand imitation: the Chinese have different views? n va Asia Pacific Journal of Management, 16(2) y te re Leech, N L., Barrett, K C, Morgan, G A (2005) Spss for intermediate statistics (2nd th ed.) New Jersey: Lawrence Erlbaum Associates, Inc 54 t to Lewis, K (2009) The fake and the fatal: The consequences of counterfeits The Park ng hi Place Economist, 17(1), 47-58 ep Matos, A C., Ituassu, T C., Rossi, A C (2007) Consumer attitudes toward counterfeits: w n A review and extension Journal of Consumer Marketing, 24(1), 36-47 lo ad Nguyen, H V (2011, November 27) Businesses are afraid of combat to counterfeit y th ju products because of keeping its reputation Phap Luat Retrieved from yi pl http://phapluattp.vn/2011112712044727p1014c1070/dn-ngai-chong-hang-gia-vi- n ua al so-mat-mat.htm n va Nguyễn Đình Thọ (2011) Phương pháp nghiên cứu khoa học kinh doanh Nhà ll fu Xuất Bản Lao Động Xã Hội m oi Nguyen, V P., Tran, T B T (2013) Modeling of determinants influence in consumer nh at behavior towards counterfeits of fashion products Unpublished Master thesis, The z Retrieved from ht vb University z Open k jm http://www.ou.edu.vn/ncktxh/Documents/Seminars/Phuong_Toan_Seminar_Fake gm %20Products.pdf om l.c Norris, Megan & Lecavalier, Luc (2010) Evaluating the use of exploratory factor analysis in developmental disability psychological research Journal of Autism and a Lu n Development Disorders, 40(1), 8-20 y te re economic eo-operation and development (2008) The Economic Impact of n va OECD (2008) The economic impact of counterfeiting and piracy organization for and Piracy Paris Retrieved from http://www.sourceoecd.org/industrytrade/9789264045514 55 th Counterfeiting t to Phau, I., Teah, M., & Lee, A (2009) Targeting buyers of counterfeits of luxury brands: ng hi A study on attitudes of Singaporean consumers Journal of Targeting, ep Measurement and Analysis For Marketing, 17(1), 3-15 w n Pollinger, Z A (2008) Counterfeit goods and their potential financing of international lo ad terrorism The Michigan Journal of Business, 1(1), 85-102 y th ju Tabachnick, B.G., Fidell, L.S (1991) Using multivariate statistics(3rd ed.) New York: yi pl Harper Collin al n ua The Market Management Bureau (2013, July 20) Counterfeit products on every Xa Luan Retrieved from n va kilometer fu ll http://www.xaluan.com/modules.php?name=News&file=article&sid=661353 m oi The Market Management Bureau of South (2013, 07 18) Calling businesses against nh at counterfeit products and protect brand name Vietnamplus Retrieved from z z http://www.vietnamplus.vn/Home/Keu-goi-DN-chong-hang-nhai-bao-ve-thuong- jm ht vb hieu/20137/207315.vnplus k Xiao, S., He, W (2011) A study of Chinese consumers’ attitudes toward Volvo cars gm University West om l.c Master’s Thesis in International Business 15 ECTS , Economics and Informatics a Lu n Wee, C.H., Tan, S.J, & Cheok, H (1995) Non- price determinants of intention to n va purchase intention to purchase International Marketing Review, 12(6), 19-46 y te re Wilcox, K., Kim, M.H., Sen, H (2009) Why consumers buy counterfeit luxury th brands? Journal of Marketing Research, 46(2), 246-259 56 t to Yoo, B., Lee, S.H (2009) Buy genuine luxury fashion products of counterfeits? ng hi Advances in consumer research,36, 280-286 ep Zhang, B., Kim, H J (2013) Luxury fashion consumption in China: Factors affecting w n attitude and purchase intent Journal of Retailing and consumer services, 20(1), lo ad 68-79 ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 57 t to Appendix A: Guideline for qualitative in-depth interview ng hi Measure scales ep Comments Perceived risk (Dowlingand Staelin cited in Kambiz., 2012) w n All respondents expressed that they The risk that you take when you understood the meaning of words used in buy a counterfeited product, is it the scales and what the scales implied high? However, the interviewees proposed that the researcher should change the now "You" to "I" for all items and revise the question Do you think there is high sentences to statement sentences because probability that the product doesn't these scales were measured by selfwork? evaluation of respondents lo ad ju y th yi pl n ua al n va Attitude toward purchasing counterfeit products (Huang et al., cited in Kambiz., 2012) oi m at nh z Do you think, generally speaking, buying gray market goods is a better choice? The same as above comment, all interviewees suggested that the author should convert the noun "You" to "I" and from question sentences to statement sentences Moreover, respondents recommended to change "gray market goods" to "counterfeit products" in order to consistent with other sentences in questionnaire and avoid confusing for respondents even both concepts have the same meaning ll fu Do you like shopping for gray market goods? Do you think, buying gray market goods generally benefits the consumer? z k jm ht vb om l.c gm Social cost (Kwong et al., as cited in Jason, 2011) n a Lu All respondents declared that they fully Do you think counterfeit products understood the meaning of the scales hurt the companies that However, as above recommendation, the manufacture the genuine product? interviewees gave ideas that the researcher Do you think counterfeit products should change the now "You" to "I" for all items and revise the question sentences to hurt the world economy? Do you think countefeit products discourage investment in inovation and brand building? Purchase intent of counterfeit products (Summers et al., cited in Zhang and Kim 2013) n va y te re th 58 t to ng Total agreed with the words using in scales, except revise " You" to "I" hi ep Do you would like to buy counterfeit products? Do you intend to purchase countefeit goods within the next 10 year? w n lo ad Appendix B: Questionnaire in English ju y th Dear Ladies and Gentlemen, yi My name is PHAM THI MY HIEN, a student of MBA program at ISB Institution – pl ua al University of economics Ho Chi Minh City I am studying about antecedents and n outcome of consumer attitude and purchase intention toward counterfeit products We n va ll fu wish Ladies/ Gentlemen for leaving the time to answer this survey Kindly be noted that oi m there is no right or wrong answer All responses of Ladies/ Gentlemen are valuable to this nh study at z z Sincere thanks to the support of Ladies and Gentlemen jm ht vb PART 1: GENERAL INFORMATION k Before answering the survey, kindly go through the definition of counterfeit gm products: l.c om "Counterfeit products which are mentioned in this survey mean products that bear n a Lu a brand name or logo without the permission of the registered owner" n va Do you know counterfeit products? No y te re Yes th If your question for above question is “No”, you could stop your work here Thank you for your time spending in completing this questionnaire 59 t to If your question for above question is “Yes”, please continue your work by answering the ng hi questions in Par and part ep In case that you have to buy counterfeit products, which kind of counterfeit products w n you usually refer to? lo Electronic equipment ad Clothes/ accessories Cosmetic Others y th ju PART 2: MAIN CONTENT yi m oi 5 4 5 at nh Strongly agree ll fu Fairly agree n Generally speaking, buying counterfeit products is a better choice Neutral va Box 1: Strongly disagree Box 5: Strongly agree As for other levels in the box 2,3,4 respectively Attitude toward purchasing counterfeit products I like shopping for counterfeit products Buying counterfeit products generally benefits the consumer Fairly disagree n ua al Please indicate your level of agreement for the following statement by ticking ( X ) in the box corresponding to: Strongly disagree pl "Counterfeit products which are mentioned in this survey mean products that bear a brand name or logo without the permission of the registered owner" z gm 2 3 1 2 3 4 n a Lu 1 n om l.c va 5 y te re Purchase intention of counterfeit products 60 th Perceived risk The risk that I take when I buy a counterfeited product is high There is high probability that the product doesn't work Social cost Counterfeit products hurt the companies that manufacture the genuine product Counterfeit products hurt the world economy Counterfeit products discourage investment in innovation and brand building k jm ht vb z t to I would like to buy counterfeit products 10 I intend to purchase counterfeit goods within the next year ng 1 2 3 4 5 hi ep PART 3: OTHERS INFORMATION w n He/ She tell us the following information to serve the classification and presentation of lo ad statistical data: y th Female ju Gender: Male yi 18 – 30 years old Career: Business 31 – 45 years old pl Age: al Student Housewife Others n ua Office staff > 45 years old to 10 10 to 15 n 15 to 20 Over 20 ll fu (million VND) va Income per month: to oi m Appendix B: Questionnaire in Vietnamese at nh THANK MUCH FOR YOUR SPENDING TIME z z ht vb PHIẾU KHẢO SÁT k jm Kính chào Anh/ Chị, tên Phạm Thị Mỹ Hiền, học viên cao học Viện Đào Tạo gm Quốc Tế (ISB) – Trường Đại Học Kinh Tế TP HCM Tôi nghiên cứu thái độ vaf om l.c ý định người tiêu dùng việc mua hàng giả Rất mong Anh/ Chị dành khoảng a Lu phút trả lời Phiếu khảo sát Lưu ý, khơng có câu trả lời hay sai Tất ý n kiến Anh/ Chị hoàn toàn bí mật có giá trị cho nghiên cứu Trong n va trình thực phiếu khảo sát, Anh/Chị có thắc mắc, vui lịng liên hệ với tơi qua số điện te re y thoại 01696389489, email hienpham2906@gmail.com th Chân thành cám ơn hỗ trợ nhiệt tình Anh/ Chị! 61 t to Trước trả lời bảng khảo sát, Anh/ Chị vui lòng đọc qua khái niệm “Hàng giả” đề ng hi cập Phiếu khảo sát sau: "Hàng giả sản phẩm mang nhãn mác, ep logo, thương hiệu cách trái phép không chấp thuận chủ sở hữu w thương hiệu đó" n lo ad PHẦN 1: THÔNG TIN TỔNG QUÁT y th ju Anh / Chị có biết đến hàng giả khơng? pl Khơng biết n ua al Chú ý: yi Có biết Nếu câu trả lời Anh/Chị cho câu “Khơng biết”, Anh/ Chị dừng việc trả n va - ll fu lời phiếu khảo sát Chân thành cảm ơn hỗ trợ nhiệt tình Anh/ Chị m Nếu câu trả lời Anh/ Chị cho câu “ Có biết”, Anh/ Chị vui lòng tiếp tục oi - nh at khảo sát cách trả lời câu câu hỏi Phần bên z z Trong trường hợp phải mua hàng giả, Anh/ Chị thích mua hàng giả sau Mỹ phẩm Hoàn toàn đồng ý Hơi đồng ý Trung dung y te re th 62 n va Không đồng ý n a Lu Hồn tồn khơng đồng ý om "Hàng giả đề cập Phiếu khảo sát định nghĩa sản phẩm mang nhãn mác, logo, thương hiệu cách trái phép không chấp thuận chủ sở hữu thương hiệu đó" Xin cho biết mức độ đồng ý Anh/ Chị phát biểu sau cách đánh dấu ( X ) vào tương ứng, với Ơ số 1: Hồn tồn khơng đồng ý Ơ số 5: Hồn tồn đồng ý Cịn mức độ khác đánh vào số 2, 3, tương ứng l.c PHẦN 2: NỘI DUNG CHÍNH Khác gm Thiết bị điện tử k Quần áo/ phụ kiện thời trang jm ht vb đây? t to ng hi ep Thái độ việc mua hàng giả Tơi thích mua hàng giả Tơi nhận nhiều lợi ích mua hàng giả Theo tôi, mua hàng giả lựa chọn tốt Mức độ chấp nhận rủi ro Theo tôi, mua hàng giả gặp nhiều rủi ro so với mua hàng hãng Tơi nghĩ có nhiều khả hàng giả khơng sử dụng không phù hợp với nhu cầu Hao tổn cho xã hội Tôi cho hàng giả gây thiệt hại cho công ty sản xuất hàng hãng Tơi cho hàng giả gây thiệt hại tới kinh tế toàn cầu Tôi cho hàng giả gây hạn chế đầu tư xây dựng thương hiệu doanh nghiệp Ý định mua hàng giả khách hàng Tơi sẵn lịng chi tiền để mua hàng giả 10 Tôi dự định mua hàng giả năm tới 2 3 4 5 5 1 2 3 4 5 1 2 3 4 5 1 w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 63 t to Appendix C: Histogram, Normal Regression & Scatter plot of Dependent Variable: Consumers’ attitude toward counterfeit products ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 64 t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 65 t to Appendix D: Histogram, Normal Regression & Scatter plot of Dependent Variable: Purchase intention toward counterfeit products ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 66 t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re th 67 t to APPENDIX E: ng hi Table 4.3 ep KMO and Bartlett's Test Measure w Kaiser-Meyer-Olkin of Sampling 771 n lo Adequacy ad Test Sphericity of Approx Chi-Square ju y th Bartlett's 774.978 yi Df 45 Sig .000 pl ua al n Table 4.4: Total Variance Explained of Independent Variables n va ll fu Extraction Loadings Sums of Squared Factor oi m Initial Eigenvalues Total % of Variance Cumulative % 3.847 38.466 38.466 3.517 2.122 21.225 59.691 1.767 17.672 0.965 9.652 69.343 0.594 5.937 0.896 8.958 78.301 0.551 5.515 % of Variance at nh Total 35.167 Rotation Loadings Sums of Squared Total % of Variance Cumulative % 35.167 1.982 19.817 19.817 52.839 1.748 17.484 37.302 1.566 15.664 52.966 1.132 11.324 64.29 z Cumulative % z vb 58.776 jm ht k om l.c gm Extraction Method: Principal Axis Factoring 64.29 n a Lu n va y te re th 68
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