This article presents an empirically examined model about the fashion fake purchase intention from a sample size of 450 consumers living in HCM City, Vietnam. By using the partial least squared structure equation modeling (PLS-SEM) with Smart PLS software for data analysis, the outcome of the structural equation model (SEM) pointed out that the tested connection between Perceptions of fakes, Social consequences, and Purchase intention. Twelve of the proposed hypotheses were confirmed which includes the direct relationship of the variables and the mediating role of Perceptions of fakes and Social consequences in the model. The reliability and validity of the scale were tested by Cronbach's Alpha, Average Variance Extracted (Pvc) and Composite Reliability (Pc). The results implied that Perceptions of fakes, Social consequences, and Purchase intention had relations with each other.
Volume 11 | 08-Special Issue
Pages: 1418-1426