Factors affecting consumer complicity on counterfeit movie product

The purpose of this study is to identify the factors affecting consumer complicity on counterfeit movie product among UiTM Malacca City Campus and also to guide marketing managers in their effort to decrease consumer demand of their products. The research is based on a sample of 274 respondents of the population of Uitm Malacca City Campus students. The results show that collectivism, hedonic shopping experience, ethical concern, and perceived quality have significant influence on consumer complicity among UiTM Malacca City Campus student. The strongest relationship is ethical concern towards consumer complicity. The word counterfeit frequently describes both the forgeries of currency and documents, as well as the imitations of items such as clothing, handbags, shoes, pharmaceuticals, aviation and automobile parts, watches, electronics (both parts and finished products), software, works of art, toys, and movies. Industry world-wide loses large amounts to counterfeiters which has effect to the producers of genuine items (OECD,1998). Malaysia is one the country that are more frequently associated with the production of counterfeit besides Taiwan, China, Singapore, and Thailand (Gentry,Putrevu & Schultz, 2001). According to statistic made by Havocscope Global Market revealed that Malaysia has a counterfeit and piracy market value of RM464 million. Among the products being counterfeited are software, CD, VCD, clothing, shoes, handbag and medicine (Havocscope Global Market Indexes, 2011). Consumer Complicity is the consumer willingness who intentionally obtains, uses and shares an illicit product. To uncover predecessor to consumer complicity more comprehensive way to measure complicity would include both consumer intentions to purchase or share and the frequency of acquisitions, purchases and allocation of a counterfeit good