Economic class and Indonesian mothers' self-discrepancy in counterfeit children's apparel consumption
No Thumbnail Available
Authors
Meeting name
Sponsors
Date
Journal Title
Format
Thesis
Subject
Abstract
This study examines the influence of mothers' actual-ideal self-discrepancy on counterfeit children's apparel brands' purchase intention. In addition, this study also aims to investigate the mediation effect of consumer xenocentrism and perceived social value moderated by product accessibility on the relationship between actual-ideal selfdiscrepancy and purchase intention of counterfeit children's apparel brands. This study also confirmed whether the purchase intention of counterfeit children is higher in mothers from the lower-middle income class than mothers from the higher-middle income class. Guided by several theories, such as self-discrepancy theory, theory of consumption value, extended-self theory, and system justification theory, this study contributes to the theoretical and practical understanding of consumer behavior in global south. Using partial least square-structural equation modeling, this study found that mothers' actualideal self discrepancy does not significantly positively influence purchase intention of counterfeit children's apparel brands. However, when mediated by consumer xenocentrism and perceived social value, the relationship between actual-ideal selfdiscrepancy and purchase intention of counterfeit children's apparel brands became significantly positive. Thus, mediation effect of those variables influenced the relationship. However, the moderation effect did not signicifanly influence purchase intention. In addition, multigroup analysis were also conducted and it was found mixed different between two groups. This study is important in understanding how intergenerational consumption effect on counterfeit consumption. Study limitation and future recommendation has provided.
Table of Contents
DOI
PubMed ID
Degree
Ph. D.