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1、Chapter1IntroductionAsthedevelopmentoftechnology,counterfeitinghasbecometheoneoffastest-growingindustryintheworld.Theupsurgeofcounterfeitingdoesnotonlyviolatetheintellectualpropertyrights,butalsocancreatemuchcosttothesociety.TheOrganizationforEconomicCo-opera
2、tionandDevelopment(OECD)publishesareportin2008,statingthatcounterfeitedandpiratedgoodsmovingthroughinternationaltradealoneequals$200billionannually.Amongthecountries,Chinahasthemostsevereproblemsinproducingcounterfeits.Itisestimatedthatasmuchas20%ofallproduct
3、ssolddomesticallyarecounterfeit(Alcock,etal2003).AwiderangeofChineseindustrieshavebeenaffectedbycounterfeiting,includingcomputersoftware,musicmovies,books,fashionproductsetc.Thereareanumberofreasonsfortheincreasingcounterfeitgoods.Priorresearchersmainlyblameo
4、nthemanufactureswhoproducecounterfeitproductsorretailerswhosellcounterfeits(e.g.OlsenandGranzin1992,1993;HarveyandRonkainen,1985).Recentstudiesshowthatalthoughchasingabnormalprofitsencouragestheincreaseofcounterfeiting,theever-increasingdemandfromconsumersfor
5、counterfeitproductsisthetriggerofproducingcounterfeits(e.g.Gentryetal.,2001;Chanetal.,1998).Thisleadstomanyresearchersattentionsonstudyingconsumersbehaviorsandtheirdecision-makingonpurchasingcounterfeits.Theexistingresearcheshavedemonstratedthattheinfluenceof
6、consumersjudgmentsontheattitudes,socialnormsandpurchaseintentiontowardscounterfeitsmayvaryacrossdifferentproductcategories,forexample,thestudyofAngeal.,(2001)onCDs,Tan(2002)onsoftware,andMaldonadoandHume(2005)onfashionindustry.Therefore,mystudythistimecontrib
7、utesmuchworkonexaminingfactorswhichinfluenceconsumers’purchaseintentiononcounterfeitmobilephones(CMPs)bytestingChineseconsumermarket.CMPsrefertothemobilephonesthatimitatename-brandmobilephonesbyillegallycopyingtheirfeatures,styles,functionsetc.Accordingtother
8、eportfromaChineseconsultingcompany,CMPshavetakenuparound12%marketsharesfromtotalmobilephonessoldannually.ZTE,oneofthebiggestChinesemobilephonemanufacturersstatesthattheimitatedZTEmobileph
