||Counterfeiting and piracy are serious problems in Taiwan. Recent changes in local laws and enforcement policies have sought to curb the problem, but these actions have failed to account for the inherent differences in the perceptions among young Taiwanese persons of purchase and/or consumption of counterfeit or pirated goods. Previous research had indicated that the primary drivers in this market of purchase intention for these products are education, ethicality, legality, quality, face consciousness, perceived harm to society, and the utility derived from consumption. The primary aims of this research were to compare and contrast these perceptions among undergraduate students in Taiwan using two independent surveys and to attempt to explain the variance in purchase intention that can be attributed to six of the seven drivers (utility excluded).|
While purchase intention and perceptions regarding some kinds of societal harm were found to be statistically equal, significant differences were discovered between students’ attitudes toward counterfeiting versus piracy with regard to ethicality, legality, and the impact of these activities on innovation and the Taiwan economy. Additionally, there were marked differences between the amounts of variance in purchase intention explained by the six drivers and between the specific correlations of these drivers. Counterfeit goods’ purchase intention correlated significantly with only three of the drivers, while pirated goods’ purchase intention correlated with five, and with only partial overlap between the two. The findings of this study are thus concluded to be significant for the further development of research into the two areas.