An Investigation of Factors Affecting Attitude and Purchase Intention of Counterfeit Sport Shoes

This descriptive study examined those factors affecting the purchase intention of counterfeit sport shoes. 282 physical education students of University of Tehran (training shoes were the requirements of their sport activities, education and business activities) completed a questionnaire with 22 items. Kolmogorov-Smirnov test was used to check data normality; Cronbach's alpha was used for reliability and the stepwise multivariate linear regression was applied to determine the predictive power of independent variables for the criterion variables. The results showed that factors such as attitude to purchase counterfeit products, social status, price and past experience could predict purchase intention. Also, past experience, price, social status, consciousness of value of the product and easy access were recognized as those factors affecting purchase attitude. The results showed that attitudes was a mediator between purchase intention and the aforementioned factors.