The Effects of Upgrade Integrity and Subjective Norms on Willingness to Purchase of Counterfeit Products

This research investigates the factors influencing the willingness to purchase counterfeit products in Universities of QAZVIN city. Based on a survey of 415 students whose Data were collected using a proportional stratified sampling method, confirmatory factor analysis (CFA) was used for testing and confirming mine model. Findings show the subjective impact on willingness to purchase counterfeit products indirectly. Also, attitude toward counterfeit products mediate between personal factors and willingness to purchase counterfeit products. This research has examined both personality factors based on theory of planned behavior in a country of Asia.