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Abstract

This study has established a relationship model encompassing such aspects as consumer values, consumer involvement, purchase behavior, and consumer satisfaction. Furthermore, taking counterfeit goods as an example, this study employs factor analysis, reliability analysis, and the structural equation model to verify the relationship between the research aspects.

Another major discovery of this study was that teenagers' behavioral purchasing mentality is graphic, hyperlinked, and is geared toward useful situations and functional needs. When they consider their degree of need, they inevitably incorporate many emotional needs. However, their attitude toward counterfeit goods is rational, which is confirmed by the fact that Hypothesis 1 was not supported.