Les consommateurs de contrefaçon : le prix n’est pas la seule motivation

Abstract

Dans la littérature, le prix est la principale raison d’achat de contrefaçons. Cet article montre que les motivations de ce comportement sont plus variées. Les données recueillies auprès de 144 jeunes adultes permettent d’identifier cinq profils de consommateurs selon leurs motivations, attitudes et intentions de comportements envers la contrefaçon. Le prix constitue bien une raison importante de l’achat de contrefaçons, mais les motivations sont diversifiées. Certains justifient leur achat par des raisons militantes. Pour d’autres, c’est un achat ludique ou utilitariste. Ce travail permet de mieux comprendre la consommation de copies et propose de nouvelles perspectives pour lutter contre celle-ci.

Do product category and consumers’ motivations profiles matter regarding counterfeiting?

“…Consumers’ profiles have been scarcely studied in literature. So far, only typologies of consumer profiles have been proposed (Tom et al , 1998; Le Roux et al , 2015) but have not been related to consumers’ preferences and purchase intentions. Our research shows a moderating effect of consumers’ profiles on buying behavior.…”

“…Finally, consumers’ motivations profiles are introduced using cluster membership from Le Roux et al (2015) based on Viot et al ’s (2014) psychometric scale measuring consumers’ motivations to purchase or not counterfeits. In the conjoint analysis, a tradeoff is run for each consumers’ motivations profile.…”

“…In the conjoint analysis, a tradeoff is run for each consumers’ motivations profile. In GLMM analysis, the cluster membership from the study by Le Roux et al (2015) is added as a categorical moderator variable to highlight differences in the decision-making determinants. The research model becomes as follows: The buying intentions are a non-linear function of the buying context (i.e.…”

“…Recently, Le Roux et al (2015) proposed a typology of consumers based on their motivations to buy counterfeits or not. It identifies five consumer profiles using Viot et al ’s (2014) 13 motivational dimensions: societal determinants (macroeconomic risk, economic risk for the company and risk of brand equity), individual deterrents (social, psychological, legal and physical risks, and doubt about origin of product), individual motivations (fun dimension of counterfeits, revenge on large corporations, exorbitant price of originals, bargain price of counterfeits and low perceived quality difference between genuine products and counterfeits).…”

“…Our research will rely on Le Roux et al ’s (2015) typology of consumers’ profiles that allows the integration of buyers and non-buyers of counterfeits and accounting for individual characteristics through consumers’ motivations.…”