Antecedents of post-purchase of counterfeit handbags in Lebanon

Abstract

Purpose: The aim of this study is to understand the antecedents that affect Lebanese women's post-purchase of counterfeit handbags. Design/Methodology/Approach: This study is an exploratory one, with a quantitative research done through online surveys, targeting Lebanese women, aged 16 years and above who have purchased a counterfeit handbag. 324 filled out the questionnaire, yet only 106 had the characteristics of female and past purchase of a counterfeit handbag. The scales were taken from previous researches by Yoo and Lee (2009) and Juggessur (2011). Findings: The antecedents explored to effect post-purchase of counterfeit handbags were Economic Benefits, Hedonic Benefits, and Materialism & Conspicuous Consumption. The tests used to identify relationships were Chi-square, t-tests, simple and multiple regressions. While the Economic and Hedonic Benefits were found to have an effect on post-purchase namely overall satisfaction, Materialism & Conspicuous Consumption did not. Originality/Value: To shed a light on the purchase of counterfeit handbags in Lebanon and the attitudes of consumers after purchasing the counterfeits. While other researchers focused on the intention to purchase counterfeit handbags, we took actual purchasers and focused on their post-purchasing attitudes. Keywords: Counterfeit Handbags, Luxury Handbags, Post-Purchase, Materialism, Conspicuous Consumption, Hedonic Benefits, Economic Benefits, Usage, and Satisfaction. Paper Type: Field Project.