2.1. Counterfeit Goods
Counterfeit goods are not original; instead they copy someone’s idea, creation, something popular, or something that can make money. Counterfeit goods include a variety of products: music CDs, shoes, clothes, jewelry, cars, bags, watches, ideas, and software (Eisend & Schuchert-Guler, 2006). The quality of counterfeit products leads to some health problems and safety risks to the consumers who purchase them. Because of the popularity of the Internet and online shopping becoming more popular, more and more counterfeit goods appear on the online platform.
2.2. Perceived Risks
When customers do purchase, unpleasant things always happen; so consumer behavior is a kind of risk-taking. Consumer behavior may produce unexpected results that could be negative (Lin, 2003), especially online shopping. Online shopping comes with more risks, because the buyer can not face sellers nor check the products’ quality on the spot. In this situation, the perceived value may be negative. Consumers are seeking information from their community; they often rely on views of others in order to reduce purchase perceived risks.
In the web-shopping context, prior experiences will strongly affect future behavior. (Burke, 2002; Parasuraman & Zinkhan, 2002; Mathwick, Malhotra, & Rigdon, 2001). According to early research, this study creates hypothesis 1 to test online consumer purchase intention. This is used to figure out the relationship between risks in the shopping environment and purchase intention of consumers with risk taken.
Chu & Kim (2010) found that perceived tie strength is positively related to consumers’ intention to seek and pass product-focused information in the online social media. Perceived value and perceived risks are absolutely two key factors that affect consumers purchase intention. In this paper, it aims to research how perceived risk influence consumers purchase intention.
On the other hand, risk-averse consumers are not likely to shop online, or they are likely to delay the online shopping choices. Consumers who perceive online shopping as a highly risky decision are less likely to purchase online. (Hassan, Kunz, Pearson, & Mohamed, 2006) Therefore, this study creates hypothesis 2.