The Effect of Identity Factor on Attitude and Behavioral Intentions Towards Counterfeit Products: A Structural Equation Modeling

Year 2024, , 541 - 563, 24.05.2024

Hilal Öztürk Küçük , İsmail Tamer Toklu

https://doi.org/10.25295/fsecon.1428449

Abstract

Turkey ranks 3rd in counterfeit product exports, after the People's Republic of China and Hong Kong. Therefore, it is important for all stakeholders to reveal the motivations of consumers in Turkey to purchase counterfeit products and the reasons for their purchasing behavior. In this study, the "identity" factor, one of the sources of motivation, was examined. In this context, there are three types of identity in the literature: moral, social, and collective identities. The study investigates the effects of social and collective identity and moral identity types on attitudes towards counterfeit products.
The data were analyzed with the SmartPLS program based on PLS (partial least squares) structural equation modeling. The survey form used in the research was prepared in the form of a five-point Likert for ease of understanding. A convenience sampling method was used. According to the results obtained from the analysis, while social identity and collective identity have no effect on the attitude towards counterfeit products, moral identity has an effect. In other words, as moral identity increases, attitude towards counterfeit products decreases.

Keywords

Counterfeit Products, Identity, Turkey, SmartPLS

Kimlik Faktörünün Taklit Ürüne Yönelik Tutum ve Davranışsal Niyet Üzerine Etkisi: Bir Yapısal Eşitlik Modellemesi

Abstract

Taklit ürün ihracatında Türkiye, Çin Halk Cumhuriyeti ve Hong Kong'un ardından 3'üncü sırada yer almaktadır. Bu nedenle Türkiye'deki tüketicilerin taklit ürün satın alma motivasyonlarını ve satın alma davranışlarının nedenlerini ortaya çıkarmak tüm paydaşlar açısından önem taşımaktadır. Bu çalışmada da motivasyon kaynaklarından biri olan “kimlik” faktörü incelenmiştir. Bu bağlamda, literatürde üç farklı kimlik tanımı yer almaktadır: ahlaki kimlik, sosyal kimlik ve kolektif kimlik. Çalışmada sosyal ve kolektif kimlik ile ahlaki kimlik türlerinin taklit ürünlere yönelik tutum üzerindeki etkileri araştırılmaktadır.
Veriler PLS (kısmi en küçük kareler) yapısal eşitlik modellemesine dayanan SmartPLS programı ile analiz edilmiştir. Araştırmada kullanılan anket formu, anlaşılmasını kolaylaştırmak amacıyla beşli likert şeklinde hazırlanmıştır. Kolayda örnekleme yöntemi kullanılmıştır. Analizden elde edilen sonuçlara göre, taklit ürünlere yönelik tutum üzerinde sosyal kimlik ve kolektif kimliğin etkisi bulunmazken, ahlaki kimliğin etkisi olduğu görülmektedir. Yani ahlaki kimlik düzeyi arttıkça taklit ürünlere yönelik tutum azalmaktadır.

Keywords

Taklit Ürün, Kimlik, Türkiye, SmartPLS

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