Investigating the effect of perceived risks on customers' attitudes to buying counterfeit goods in the Iranian market

The volume of smuggled goods in Iran is increasing day by day, but this issue seems more acute when a high percentage of these goods are counterfeit goods. Although the government spends a lot of money and measures to control the smuggling of goods and prevent the supply of counterfeit goods, these measures alone are not effective and the role of the people in not consuming smuggled and counterfeit goods is undeniable; Therefore, by identifying the factors affecting customers' attitudes toward buying counterfeit goods, the consumption and purchase of counterfeit goods can be reduced in society and, consequently, the amount of smuggling of goods can be reduced by reducing customer demand. Therefore, the purpose of this study is to investigate the impact of social risk, performance risk and legal risk on customers' attitudes toward purchasing counterfeit goods. Study data were selected from a sample of 202 students of Shahid Chamran University of Ahvaz. Data collection tool was a structured questionnaire whose reliability was confirmed using Cronbach's alpha criterion (α = 0.80). Data were analyzed by structural equation analysis using AMOS software. The results of data analysis showed. The fit of the proposed model is appropriate. Social risk and performance risk have a positive and significant effect on customers 'attitudes toward buying counterfeit goods, but no significant effect was found between legal risk and customers' attitudes to buying counterfeit goods.