宗教信仰对假冒产品购买意愿的影响：探究态度的中介作用和享乐利益的调节作用。
Impact of religiosity on purchase intentions towards counterfeit products: investigating the mediating role of attitude and moderating role of hedonic benefits.
作者信息
Yaakop Azizul Yadi, Hafeez Hafiz Muhammad, Faisal Malik Muhammad, Munir Muhammad, Ali Majid
机构信息
University Malaysia Terengganu, Malaysia.
University Institute of Management Sciences, PMAS, Arid Agriculture University, Rawalpindi, Pakistan.
出版信息
Heliyon. 2021 Feb 12;7(2):e06026. doi: 10.1016/j.heliyon.2021.e06026. eCollection 2021 Feb.
This study was aimed at exploring the impact of religiosity on purchase intention towards counterfeit products by investigating the mediating role of consumer attitude. This study investigated religiosity as an independent variable, attitude towards counterfeit as a mediator while predicting the purchase intentions of the consumers. A self-administered questionnaire using a five-point Likert scale was used to collect data from the sample of 420 respondents who were from twin cities (Rawalpindi and Islamabad) of Pakistan. Structural equation modeling technique was used to achieve the set objectives. The results reveal a statistically significant effect of religiosity along with the significant mediating role of consumer attitude and the significant moderating role of hedonic benefits while predicting the purchase intentions of the consumers. This study also provides important insights for the researchers and the practitioners.
本研究旨在通过调查消费者态度的中介作用，探讨宗教信仰对购买假冒产品意愿的影响。本研究将宗教信仰作为自变量，将对假冒产品的态度作为中介变量，同时预测消费者的购买意愿。采用五点李克特量表的自填式问卷，从巴基斯坦双城（拉瓦尔品第和伊斯兰堡）的420名受访者样本中收集数据。使用结构方程建模技术来实现既定目标。结果显示，在预测消费者购买意愿时，宗教信仰具有统计学上的显著影响，消费者态度具有显著的中介作用，享乐利益具有显著的调节作用。本研究还为研究人员和从业者提供了重要的见解。
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