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1、Chapter1IntroductionAsthedevelopmentoftechnology,counterfeitinghasbecometheoneoffastest-growingindustryintheworld.Theupsurgeofcounterfeitingdoesnotonlyviolatetheintellectualpropertyrights,butalsocancreatemuchcosttothesociety.TheOrganizationforEconomicCo-operationandDevelopment(OECD)
2、publishesareportin2008,statingthatcounterfeitedandpiratedgoodsmovingthroughinternationaltradealoneequals$200billionannually.Amongthecountries,Chinahasthemostsevereproblemsinproducingcounterfeits.Itisestimatedthatasmuchas20%ofallproductssolddomesticallyarecounterfeit(Alcock,etal2003)
3、.AwiderangeofChineseindustrieshavebeenaffectedbycounterfeiting,includingcomputersoftware,musicmovies,books,fashionproductsetc.Thereareanumberofreasonsfortheincreasingcounterfeitgoods.Priorresearchersmainlyblameonthemanufactureswhoproducecounterfeitproductsorretailerswhosellcounterfe
4、its(e.g.OlsenandGranzin1992,1993;HarveyandRonkainen,1985).Recentstudiesshowthatalthoughchasingabnormalprofitsencouragestheincreaseofcounterfeiting,theever-increasingdemandfromconsumersforcounterfeitproductsisthetriggerofproducingcounterfeits(e.g.Gentryetal.,2001;Chanetal.,1998).This
5、leadstomanyresearchersattentionsonstudyingconsumersbehaviorsandtheirdecision-makingonpurchasingcounterfeits.Theexistingresearcheshavedemonstratedthattheinfluenceofconsumersjudgmentsontheattitudes,socialnormsandpurchaseintentiontowardscounterfeitsmayvaryacrossdifferentproductcategori
6、es,forexample,thestudyofAngeal.,(2001)onCDs,Tan(2002)onsoftware,andMaldonadoandHume(2005)onfashionindustry.Therefore,mystudythistimecontributesmuchworkonexaminingfactorswhichinfluenceconsumers’purchaseintentiononcounterfeitmobilephones(CMPs)bytestingChineseconsumermarket.CMPsreferto
7、themobilephonesthatimitatename-brandmobilephonesbyillegallycopyingtheirfeatures,styles,functionsetc.AccordingtothereportfromaChineseconsultingcompany,CMPshavetakenuparound12%marketsharesfromtotalmobilephonessoldannually.ZTE,oneofthebiggestChinesemobilephonemanufacturersstatesthatthe
8、imitatedZTEmobileph
