Luxury Counterfeit Conspicuousness, Social Functional Attitude and Luxury Counterfeit Consumption

In recent years, in the field of luxury goods consumption, more and more research shows that consumers tend to buy low-conspicuous luxury goods. However, whether this conclusion is applicable to the field of luxury counterfeits is still lack of in-depth theoretical research. Based on the theory of luxury counterfeit conspicuousness and social function attitude, this paper constructs a theoretical model of the relationship between luxury counterfeits, social function attitude and purchase intention. The empirical results show that luxury counterfeit conspicuousness has a significant positive impact on consumers' social function attitudes. At the same time, the research results also found that consumers' social function attitudes significantly affect consumers' willingness to purchase luxury counterfeits, and social function attitudes play a mediating role in the influence of luxury counterfeit conspicuousness on the willingness to purchase luxury counterfeits.