Khor, Poy Hua and Lim, Khong Chiu (2017) The Intentions of Student-Athletes at Public Universities in Perlis, Malaysia to Purchase Counterfeit Sporting Goods. In: The 2nd International Conference on the Future of ASEAN (ICoFA 2017), 15-16 August 2017, Universiti Teknologi Mara (UiTM), Perlis Branch.

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Abstract

Counterfeits business has recently attracted considerable attention. A large part of that number comes from the sports world, where the sale of counterfeit goods is growing. This study examines factors influencing intentions of student-athletes at public universities in Perlis for purchasing counterfeit products. The hypotheses were tested using independent T-test and MANOVA, at the significance level p c .05. The results indicated that perceived financials control exert the greatest impact on student-athletes intention to purchase counterfeits sporting goods. although factors of perceived behavior and subjective norms were also affecting the decisions. The male youth-athletes have higher positive attitude in relation to subjective norms and perceived behavior control to purchase counterfeit sports products. The youth-athletes perceived the same intention to acquire counterfeit sports products in relation to subjective norms, perceived behavior control and perceived financials control, irrespective of their monthly family income. This investigation can help marketers and policy makers to understand the key influences on student-athletes behavior towards counterfeits sporting goods and thus to create effective marketing campaigns and anti-piracy strategies.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Student-athlete, subjective norms, perceived behavior control, perceived financials control, counterfeit sporting good
Subjects:	H Social Sciences >
Divisions:	School of Tourism, Hospitality and Event Management
Depositing User:	Mr. Che Hasan Hashim
Date Deposited:	23 Feb 2019 23:50
Last Modified:	23 Feb 2019 23:50
URI:	https://repo.uum.edu.my/id/eprint/25642

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