EFFECT OF HEDONIC VALUE AND CONSUMER KNOWLEDGE ON BUYING [600063]

EFFECT OF HEDONIC VALUE AND CONSUMER KNOWLEDGE ON BUYING
INTENTION FOR LUXURY BRAND COUNTEREIT PRODUCT S

Musnaini1, Sri Wahyuni Astuti2 , Badri Munir Sukoco3 And Syahmardi Yacob
Doctorate Program Of Economic Science, Faculty Of Economics And Business,
UNIVERSITAS OF AIRLANGGA, Surabaya, Indonesia
ABSTARCT
The aim of this article is two fold: (1) to achieve a better understanding of the emotional
determinant of the demand for luxury brand counterfeit products through to exploring the
effect of hedonisme motivation and intention to buy (2). To extend the factors that drive
consumers to purchase counterfeits of luxury brand products. The study conducted in
Surabaya City and Sample used in the study is determinant by randomly assigned to 2
experiment demonstrat es of that hedonis motivation into understanding consumers
demanding for purchase luxury brand counterfeit products. The results of the empirical
analysis suggest that participations who high hedonis motivation affect their intentions of
purchasing such pu rchase luxury brand counterfeit products positively. It is also seen that the
high demanding to luxury brand counterfeit products in the market.
Keyword: Motivation, Hedoni c Value , Intention, Luxury Brand Counterfeit

1. Introduction
Counterfei ting is term used to refer to any product which so such as a imitates thar of
other as to mislead aconsumer that it is the product of that other, include the unauthorised
production and distribution of a product that is protectes by other intellectual prop erty right,
such as copyright . Other defined of Brand product Counterfeiting is as the manufacture,
production, packaging, re -packaging, labeling or making of any goods whereby those
protected goods are imitated in such manner and to such a degree that tho se other goods are
identical or substantially similar copies of the protected product s (Lambkind and
Tyndall,.2009 ).
The total losses estimated every year for counterfeiting is about in 2008 the global
luxury goods market was estimated at 170 b illion euros, with a 4% annual increase
worldwide (Chaudhry, and Walsh, .1996 ;Siham and Pierre,.2011 ). The consequences are not
only economic for the company, there also is a great number of job looses within companies
affected by counterfeiting ( Siham and P ierre,.2011 ). The countries that are more frequently
associated with the production of counterfeit products are Taiwan, China, Singapore,
Indonesia and Thailand ( Evelyn and Cecilia,.2008 ; Hidayat and Phau,.2003 ). The problem is
not related only to the manufacturers of counterfeit products. The consumption for these
types of Imitation name brand is a key element in the increase in the trade in counterfeit of
luxury brand products (Wilcox et al,.2009).
Several research not invetigating to real purchase b ehaviour, but they the focus of
studies are limited to exploring of the purchase intention . Lambkin andTyndall,. (2009 )
considers the relationship between legal perspective bahviour s and actual purchase behavior .
Moreover, although many researchers have c onfirmed the purchase intention. Some other
aspect was explores about the relationship between the type of product, the purchase situation
and rationalisation of purchase intention (Eisend and Schuchert -Guler,.2006; Phau et
al,.2009). Marie et al,.2010 ; Siham and Pierre,.2011) was explain ed the lack of consistency
in previous findings by the lack of understanding of the customer himself. Therefore, recent
research has concentrated on improving the predictive power of behavioral models through
the introduct ion of moderating variables ( Vigneron and Johnson1999; Bian and
Mountinho ,.2011 ).
This study will analyze the factors that influence customers behaviour to purchase
intention of luxury brand counterfeit products. These factors include hedonic value and
consumer knowledge that may affect the intention to purchase luxury brand counterfeits
products. This research to involves two elements are product characteristics such as hedonic
value, and consumer knowledge. Consumer knowledge as moderator effects. Whil e the main
effects proposed previously may exist, this study further predicts that indirect effects
moderator effect between these variables exist as well ( Bian and Mountinho,.2011). In this
current study, previous sections have that established consumer knowledge affects
consumers‟ perceived hedonic value of a luxury brand counterfeit product. These studies
confirm the expectation that real purchase consumers behaviour of luxury brands counterfeit
products . The objective of this paper was to inv estigat e the moderating role of ability on the
impact of relationship hedonic value of luxury brand counterfeit product on willingnes to
buying , based on MOA an this empirical study.

2. Theory development And Hypotheses
2.1 Counterfeits defined
Norum and Cuno,.(2011) defined counterfeit is a activities has the production,
distributions and consumption have increasing depend on the demand of consusmers. Brand
Counterfeits produ ct are reproductions of a trademarked brand, which are closely similar or

identical to origina l product articles on of packag ing, labelling and trademarks ( Phau and
Teah,.2009)
2.2 The MOA framework
Frame work of t he MOA model was first proposed by MacInnis and
Jaworski ,.(1989 ;1991 ) within the context of information processing. The model suggests that
motivation, opportunity, and ability (MOA), are antecedents of consumer behavio ur. A
decision -making process and their decisions are mainly influenced by three factors: their
motivation, opportunity and ability. Both Ability and Opportunity as moderators of th e
impulse toward a particular Behavior triggered by Motivation.
The model of MOA framework who have emphasized the motivational component to
performance of individual behaviour . Opportunity has and also often been added into this
framework to capture all those exogenous factors that prevent consumers of situational or
constraints. The model Motivation, opportunity, and ability are related constructs on the link
between motivation and intention (Hughes,.2007 ). In this paper, the origins and prior uses of
the AMO framework are presented to related are identified, and proposed of consumers
intention to luxury brand counterfiet products.
2.1.1 Motivation – Hedonic Value
The general concept of „motivation‟ and replaced it with more specific measures of
consumer s behavior.‟ Motivational theories provide a framework for predicting individual
behaviors, but researchers rarely measure or model motivation as a distinct construct.
Defining motivation and measuring the m ediating effects of motivation. These research
addresses this important issue by explicitly measuring and modeling the hedonic value as a
motivation affects of intention with consumer knowledge for predicting individual behaviors
of buying intention toward luxury branded c ounterfeit.
The value is the e valuation of the subject after his experience in inte racting with
objects or events a outcome variables in a general model of consumption experience (Babin
et al., 1994) . Hedonic products are typologies that are considered when evaluating d ifferences
in types of products. H edonic Value as ones whose consumption is primarily characterized by
an affective (want), cognitive or reasoned preferences (shoulds) and sensory experience of aesthetic
or sensual pleasure, fantasy, and fun that consumer choic e (Ravi Dhar And Klaus
Wertenbroch, .2000). Instead hedonic value is outcomes that are associated with spontaneous
responses that are more subjective and personal (Babin et al., 1994). The role of hedonic
value that can create emotions after consumption can be positive or negative. Hedonic value
is the value associated with the multisensory, fantasy, emotional experience in consuming the
product or service (Hanzee and Baghi,. 2011) .
In addition, The l uxury branded product are well-known, long -established and
familiar of the consumers . The owner used luxury products trends to impress others, an d
creates prestige, enjoyement, and field advent ures . Hedonic value of branded products are those
that create pleasure in personal life consumption (Chapa, Minor, and Ma ldonado,.2003 ;
Marı´a et al,.2010). The process of buying counterfeit luxury brands is a memorable experience for
consumers, one that is filled with fun and adventure ( Marı´a et al,.2010) . However, as hedonic values
are captured by brand name . When branded product are perceived to process positive and
favourable hedonic value consumers are more likely to be purchased. The consumer uses
perceived hedonic value s in the decision -making process A positive relationship between
linkage of the hedonic product and purchase intention (Evelyn and Cecilia,.2003). This study
indicates has a positive the consumers perceptions of the hedonic value of a branded product
being purchased . The following hypothesis is proposed:
H1. Consumers perceptions favourableness of th hedonic value have a positive influence on
the buying intention of a luxury brand counterfeit product.

2.1.2 Ability – Product knowledge
The Ability is a antecedent of the MOA model. A person must possess the appropriate
abilities in the relevant domain of behavior, in order to be able to perform a given behavior.
The ability to perform a behavior to the perceived capability of ones‟ self to execute a
behavio ur (Hung and Petrick,.2011 ). These studies suggested that while constraints have an
adverse impac t on ability, the activation of constraint consumer knowledge may mediate this
effect.
This researt to explaining of the consumer knowledge has been influences all phases
in the decision process on buying intention of luxury brand counterfeit product . Cons umers
with various levels of consumer knowledge differ in their perceptions of a luxury brand
counterfeit prodcts than to luxury brand counterfeit prodcts. The following hypothesis is
proposed:
H2. There is a positive relationship between consumer knowle dge and hedonic value of a
luxury brand counterfeit prodcts

Mediation and moderator effects
This study proposed to predicts consumer knowledge as that mediation effect and
moderator effect between hedonic value and buying intention of luxury brand counter feit
products. this study proposes, that the relationship, between product knowledge, and
purchase intention, is mediated, by consumer perceived Hedonic value, of a of luxury brand
counterfeit products. Specifically, consumer knowledge are the independent variables and
hedonic value serves as the mediator variable. The following hypothesis is proposed:
H3. The relationship between consumer knowledge and buying intention of luxury brand
counterfeit prodcts is mediated by consumers‟ perceived hedonic value of a a luxury
brand counterfeit prodcts.
In addition , the moderator effects is a moderated relationship occ urs when a
relationship is findings per tains to a sample as a whole to a portion of that sample applys
(Bryman and Cramer,. 1999 ).This S uggest that consumers with higher levels of consumer
knowledge have better cognitive capacity to evaluate comparative alternative , info rmations
and apreciate than lower level of consumer knowledge on show less to buying intention of
branded product (Bian and Mountinho, .2011) .
Some consume sr likely to used luxury brand product to self expression and social
need . so that consumers in individualistic cultures purchase luxury brands mainly for self –
expression . As consumer knowledge increases, c onsumers are less likely to use the best –
known, popular luxury brands to express their uniqueness to deliver similar values own some
luxury goods counterfeits. In addition, more knowledgeable consumers may know more
about the characteristics of each brand and, thereby, are better able to identify brands that
match their own images and facilitate their self -impression (Zhan and Hee,.2012) . On the
other hand, less -knowledgeable consumers of the original brand ed product, they do not have
many alternatives in t heir consideration set when they making decisions to buying branded
product counterfeit . The following hypothesis is proposed:
H4: When product involvement is high, the positive effect of perceived hedonic value on
consumer buying intention of a luxury brand counterfeit product is stronger than when
consumer knowledge is low.

2.3 Buying intention
The buying intention an individual has for a luxury brand counterfeit product, the
more purchase intention that person will have benefit and value fuctions of the branded
product (Nia and Zaichkowsky, 2000; Bian and Mountinho,.2011; Sahin and Atilgan,.2011).
Nevertheless, research and theoretical insights suggest intentions are the immediate
antecedent of purchasing behavio ur and intention has generally been found to be a good
predictor of actual behavior in a variety of contexts . Buying constraints are used as indicators
for ability to intention purchase in this study. The real buying to luxury brand couterfeit
product, in the ability to maintain or increase frequency of information process toward luxury
brand counterfeit. The presence of buying constraints may lead to diminishing abilities for
gaining desirable consumer s knowledge of luxury brand product counterfeit (Bian and
Mountinho,.2011 ; Zhan and He.2012 ). ).

3. Conceptual Framework
The framework model on these study is develops begins with inves tigating of
motivation variabel on the context to explain ing how hedonic value vari abel may directly
influen ce, and indirect effects of mediation and moderator between hedonic value and
consumer knowledge toward buying intention of luxury brand counterfeit products.

Figure 1: Conceptual Framework
4. Methodology
There are three experiments to assess two main hypotheses and one meadiating effect both
hedonic value and buying intention on buying behaviuor of luxury brand product counterfeit :
(1) High level – Hedonic value are more likely to buying intention highly and (2) High level
buying intention will in dicate the same level of buying behaviour luxury brand counterfeit
product. In addition, this research also investigatesif the observed effects are luxury brand
product counterfeit specific by contrasting the results with those for legitimate comparable
products . Using specific brands as stimuli, Experiment 1 explores the interaction effects of
hedonis and buying intention on buying behaviour of luxury brand product counterfeit . In
Experiment 2, we replic ate the interaction effects of buying intention on buying behaviour
consideration likelihood an upstream variable mediating of the decision -making process of
luxury brand product counterfeit . Experiment 3 is designed to investigate the potential
moderation and mediation effects on buying behaviour for luxury brand product counterfeit
and to rule out the possibility of consumer knowledge being a abilty affect .

Consumer
Knowledge Hedonic
Value Buying
Intention

5. Research Findings and Discussions
These findings provide empirical support to the theoretical MOA models behind this
research. The result of resear ch invetigations on the three Experiments provide the first
evidence that hedonic fuctions product states affect luxury brand counterfeit product
consumption. Specially, the relationship between Hedonis and buying behaviour is moderated
by buying intentio n. This research suggests that individuals buying a state of high intention
are more with highly or than low hedonic value product of luxury brand counterfeit product .
The re sults are consistent of whether hedonis value fuction product was induced on
Experiment s 1 and 2 or Experiment 3. Specially the view of the result experiment 3 , further
reveals that the interaction effect of hedonic value and buying intentions with moder ating and
mediator variabel consumer knowledge

Method e
Product and brand selection
This research investigates counterfeit luxury brand product is a branded popularity and long –
estab lished brand, and thus popular to the target respondents , then t his brand are available
for use as stimuli which is likely to induce a wide range of knowledge level across
individuals.
The first pre-tested using 60 undergraduate students and identified a number of typical highly
hedonic value and less hedonic value products that were the most relevant to the respondents.
Two stage pre-tested several brands and selected two luxury brands as stimuli: Gucci and LV .
These brands were chosen because the participan are well -known, long -established and, thus,
familiar to the target respondents. Importantly, in their product portfolios these brands have
both highly hedo nic value and less hedonic value products, which were used as stimuli in this
study: LV bags (highly Hedonic Values ) – LV Shoes (less hedonic Values ) ; GUCCI
Parfumes (highly Hedonic Values ) – GUCCI Gasper/belt (less hedonic Values ) .

EXPERIMENT 1
Exper iment 1 tests the hypothesis that individuals have greater intent ion to buying Hedonis
value luxury brand counterfeit product, when in a state of high hedonic value ; however, high
and low hedonic value show no difference in buying willingness for luxur y brand counterfeit
products.
Participants and design
The participants comprised 240 undergraduate students at faculty of economic and business
Airlangga University are voluntarily in this reasearch (aged between 18 and 25). They are
128 females and 112 male s were randomly assigned to conditions in a 2 (hedonic value: high,
low) x 2 (consumer kowledge : high, less) between -subject design.

Procedure
Participants first completed a recall task designed to manipulate hedonic value . They were
then given instructi ons for an ostensibly unrelated study interested in examining individuals‟
buying experience for L uxury brand counterfeit products. Because participants might have
different knowledge for product features (e. g., size, design, or colour etc ), and different
memorable of perceive hedoinic value (e.g,. enjoyable, fun, glamour, prestige, adventure etc).
Which would co nsequently affect their intention to purchase. This study used simple
manipulations that determine whether the hedonic value function. Information about the
products description decided to use as LV bags (highly Hedonic Values ) – LV Shoes (less
hedonic Values ); GUCCI – Parfumes (highly Hedonic Values ) – GUCCI Gasper/belt (less
hedonic Values ) to related in product features higly or les s hedonic value of selected brands.
Thus participants were then asked to answer questions concerning their perceived level of

hedonic value and perceived level of knowledge of luxury brand product counterfeit stimuli
and buying intention in table 1, s how that respondent who were asked willingness to buying
of brand type and product categories in the luxury brand counterfeit product .

Independent variable
Hedonic Value was assessed using a three -item 5-point likert scale (1 = agree , 5 = disagree).
Hedonic Value was mani pulated via an episodic recall task adopted from (Vigneron,
Franck;Johnson, Lester W ,.2004 ; Ryu et al,.2010 ) respondents were either instructed to recall
and write about an emotional benefit in which they had used hedonic value with luxury
brands .

Dependent variable
Buying intention was assessed using a three -item 5-point likert scale (1 = agree , 5 disagree):
„I have the intention of buyin g these luxury brand products‟, „I will buy these products‟, and
„I would probably buy these products‟. These items were aggregated ( a > .90 in all
conditions).
Results and discussion
Pretest. We chose the two brande products counterfeit as stimuli on the basis of th e results
of two pretests. In the first pretest, which we adopted from Ravi Dhar And Klaus
Wertenbroch,. (2000 ), subjects from the same population categorized several everyday
consumer goods as primarily hedonic (defined as pleasant and fun something that i s
enjoyable and appeals to the senses e.g., LV-Bags and shoes; GUCCI -Parfume and Gesper ).

Manipulation check
Experiment 1. The study was predicted that the buying intention for the more hedonic velue
high vs hedonic velue low . In support of this hypot hesis, subjects were significantly more
likely to give up the bags and parfumes stimuli . when they we re faced wi th a decision of
which item to counterfiet brand than they were to select the brand of bags -LV or Parfume –
GUCCI when they to purchase of counterfeit luxury brands product.
Buying intention on Luxury Brand Counterfeit
The data furthur show the result of e xperiment 1 is sugest the consumen had intention to
buying l uxury brand counterfeit products . Each of the 60 participants evaluated brands in
four product categories . Wich are 240 total of participants : 118 in the high hedonic value and
122 in l ess a function of hedonic value . The data summarized in table 2 . Show that
respondent who were asked tobuying intention in the luxury brand counterfeit product
value .

This indicates that participants in high -Hedonic value and low -hedonic value conditions were
affected differently to buying intention of LV bags and Shoes were rated significantly more
hedonic value of Adventure (M = 45,6; SD = 22,57 ) than the Gucci (M =18,2 ; SD = 0.25,62;
F1,100 p < .05) (see. Table 1 and 2 ). It is mean p roduct Hedoni c value high and low are
manipulations were successful of buying intention luxury brand counterfeit product.

Experiment 2
Results and discussion
Manipulation check
There was a significant main effect of consumer knowledge by hedonic va lue manipulation
on reported feelings of buying intention , in that participants reported feeling more knowledge
in the high -value hedonic condition ( M = 3.32) than in the hedonic condition (M = 3.84)
hedonic value and knowledge manipulation was also successful , in that participants reported
higher levels of product LV for glamour and less hedonic value for GUCI product especially
adventure emotion s (see figure 1) show the effect of Hedonic value and Consumer
Knowl edge on buying intention Luxury brand counterfeit product.

1.

In the e xperiment 3, there was findings demonstrate for the first time that the relationship
between hedonic value and buying intention of status luxury products Specifically, the effects
of Glamour , adventure and enjoying on hedonic value luxury brand counterfeit product
consumption prop ensity are moderate d by consumer knowledge. As we predicted, high – HV
were more inclined t o buying luxury brands counterfeit product relative to the ir low -HV
counterparts. In contrast, high – and low-CK individuals‟ buying intention of less hedonic
value of luxury brand counterfeit did not vary significantly (see figure 2) .

The analysis was a significant main effect of hedonic value manipulation on reported of
when high consumer knowledge of luxury b rand counterfeit product condition were M= 3,92
for high hedonic value and M= 3.53 for hedonic value less. Participants reported consumer
knowledge less where hedonic value low condition ( M = 3,25) than in the high -hedonic value
condition ( M = 3.6). These results confirmed that consumer knowledege manipulations were
successful in affecting relative states of hedonic value .

The Moderating Role of Consumer Knowledge
To examine the moderating effect of consumer knowledge , this study also divides the
respondents into four groups based o n two levels on hedonic value percep tion and two levels
of consumer knowledge is ablity of each MOA element. The differences among means for
consumer knowledge among these four groups are evaluated. The results (Figure 1 ) indicate
that consumer s with higher levels of knowledge tend to have higher influence of intention to
buying of ( high hedonic value -high consumer knowledge and consumers with higher level of
hedonic value – low consumer knowledge) , Low level hedonic value ; low motivation -low
Consumer knowledge = M=3,6) influence buying intention with regard to participation in the
evluated hedonic value and consumer knowledge ability and H4 is thus supported.

Implications and limitations
This research has important implications for the methods that luxury brand marketers might
employ to reduce the purchase for luxury brand counterfeit products. This research reveals
that high -hedonic value are more prone to highly consumer knowled ge (M=3,95) than low –
consumer knowled ge effect for glamour dan adventure need. On the basis of this
understanding, this research suggests that marketers should consider how the brand ed value
and more consumer knowledge is very importand , and also have meaning influences buying
intention of luxury brand counterfeit products .

These study findings are also of use to the short and long term impact of investiga ting how
change in consumers choice by consumer knowledge strenght of luxury brand counterfeit in
unrelated product categories . Thus, the companies to be more manag ing thei r brand on
hedonic value function and more underst anding of consumer knowledge level influence
buying behaviour on luxury brand counterfeit products .

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