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1、Chapter1IntroductionAsthedevelopmentoftechnology,counterfeitinghasbecometheoneoffastest-growingindustryintheworld.Theupsurgeofcounterfeitingdoesnotonlyviolatetheintellectualpropertyrights,butalsocancreatemuchcosttothesociety.TheOrganizationforEconomicCo-operationa
2、ndDevelopment(OECD)publishesareportin2008,statingthatcounterfeitedandpiratedgoodsmovingthroughinternationaltradealoneequals$200billionannually.Amongthecountries,Chinahasthemostsevereproblemsinproducingcounterfeits.Itisestimatedthatasmuchas20%ofallproductssolddomes
3、ticallyarecounterfeit(Alcock,etal2003).AwiderangeofChineseindustrieshavebeenaffectedbycounterfeiting,includingcomputersoftware,musicmovies,books,fashionproductsetc.Thereareanumberofreasonsfortheincreasingcounterfeitgoods.Priorresearchersmainlyblameonthemanufacture
4、swhoproducecounterfeitproductsorretailerswhosellcounterfeits(e.g.OlsenandGranzin1992,1993;HarveyandRonkainen,1985).Recentstudiesshowthatalthoughchasingabnormalprofitsencouragestheincreaseofcounterfeiting,theever-increasingdemandfromconsumersforcounterfeitproductsi
5、sthetriggerofproducingcounterfeits(e.g.Gentryetal.,2001;Chanetal.,1998).Thisleadstomanyresearchersattentionsonstudyingconsumersbehaviorsandtheirdecision-makingonpurchasingcounterfeits.Theexistingresearcheshavedemonstratedthattheinfluenceofconsumersjudgmentsontheat
6、titudes,socialnormsandpurchaseintentiontowardscounterfeitsmayvaryacrossdifferentproductcategories,forexample,thestudyofAngeal.,(2001)onCDs,Tan(2002)onsoftware,andMaldonadoandHume(2005)onfashionindustry.Therefore,mystudythistimecontributesmuchworkonexaminingfactors
7、whichinfluenceconsumers’purchaseintentiononcounterfeitmobilephones(CMPs)bytestingChineseconsumermarket.CMPsrefertothemobilephonesthatimitatename-brandmobilephonesbyillegallycopyingtheirfeatures,styles,functionsetc.AccordingtothereportfromaChineseconsultingcompany,
8、CMPshavetakenuparound12%marketsharesfromtotalmobilephonessoldannually.ZTE,oneofthebiggestChinesemobilephonemanufacturersstatesthattheimitatedZTEmobileph