The Effect of Perceived Similarity on Counterfeit Luxury Consumption: Roles of Perceived Values and Regulatory Focus

This paper aimed to investigate how perceived similarity(PS) influences counterfeit luxury consumption and whether this relationship is influenced by perceived brand values and consumer self-regulatory orientations. This study surveyed Chinese consumers and empirically analyze the collected data via PROCESS modeling. This research demonstrated that the perceived similarity between counterfeit and genuine luxury affected counterfeit luxury consumption and perceived brand values mediate this process. Consumer promotion focus orientation(Pro) amplified the influence of perceived social value(PSV) and consumer prevention focus orientation(Pre) strengthened the influence of perceived functional value(PFV) on counterfeit luxury consumption. This study provided novel insights into the mechanisms underlying the influence of perceived similarity and perceived values on counterfeit luxury purchase intention(PI) and highlights the importance of consumer regulatory focus in this process. Thus, the current study complemented the literature about the potential factors influencing counterfeit luxury consumption and contributed to marketers in developing effective strategies and appropriate decisions.