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1、Chapter1IntroductionAsthedevelopmentoftechnology,counterfeitinghasbecometheoneoffastest-growingindustryintheworld.Theupsurgeofcounterfeitingdoesnotonlyviolatetheintellectualpropertyrights,butalsocancreatemuchcosttothesociety.TheOrganizationforEconomicCo-operationandDevelopmen
2、t(OECD)publishesareportin2008,statingthatcounterfeitedandpiratedgoodsmovingthroughinternationaltradealoneequals$200billionannually.Amongthecountries,Chinahasthemostsevereproblemsinproducingcounterfeits.Itisestimatedthatasmuchas20%ofallproductssolddomesticallyarecounterfeit(Al
3、cock,etal2003).AwiderangeofChineseindustrieshavebeenaffectedbycounterfeiting,includingcomputersoftware,musicmovies,books,fashionproductsetc.Thereareanumberofreasonsfortheincreasingcounterfeitgoods.Priorresearchersmainlyblameonthemanufactureswhoproducecounterfeitproductsorreta
4、ilerswhosellcounterfeits(e.g.OlsenandGranzin1992,1993;HarveyandRonkainen,1985).Recentstudiesshowthatalthoughchasingabnormalprofitsencouragestheincreaseofcounterfeiting,theever-increasingdemandfromconsumersforcounterfeitproductsisthetriggerofproducingcounterfeits(e.g.Gentryeta
5、l.,2001;Chanetal.,1998).Thisleadstomanyresearchersattentionsonstudyingconsumersbehaviorsandtheirdecision-makingonpurchasingcounterfeits.Theexistingresearcheshavedemonstratedthattheinfluenceofconsumersjudgmentsontheattitudes,socialnormsandpurchaseintentiontowardscounterfeitsma
6、yvaryacrossdifferentproductcategories,forexample,thestudyofAngeal.,(2001)onCDs,Tan(2002)onsoftware,andMaldonadoandHume(2005)onfashionindustry.Therefore,mystudythistimecontributesmuchworkonexaminingfactorswhichinfluenceconsumers’purchaseintentiononcounterfeitmobilephones(CMPs)
7、bytestingChineseconsumermarket.CMPsrefertothemobilephonesthatimitatename-brandmobilephonesbyillegallycopyingtheirfeatures,styles,functionsetc.AccordingtothereportfromaChineseconsultingcompany,CMPshavetakenuparound12%marketsharesfromtotalmobilephonessoldannually.ZTE,oneofthebi
8、ggestChinesemobilephonemanufacturersstatesthattheimitatedZTEmobileph
