CONSUMER PERCEPTIONS AND ATTITUDES TOWARD REPURCHASING COUNTERFEITS PRODUCT: THE MODERATING EFFECTS OF PRODUCT INVOLVEMENT

This study aims to analyze consumer perceptions and attitudes on the repurchase intention: the moderating effects of product involvement on counterfeit shoe products. This study literature review focuses on the influence of perceived product attributes, social-adjustive, and value expressive on repurchase intention and explore the moderating effects of product involvement. Methodology, the respondents are consumers who have experience purchasing counterfeit shoe products and knows the existence of counterfeit products in the market. This study applies multiple linear regression analysis and MRA to test the hypotheses. Based on the results, this study concludes that perceived product attributes and socialadjustive have significant positive impacts on repurchase intention of CBP, and value expressive has no impact on repurchase intention of CBP, and the product involvement cannot be moderators. Keywords: perceived product attributes, social-adjustive, value expressive, product involvement, and repurchase intention of CBP.