Examining and Explaining the Imitative Brand Model in Buying Behavior of Luxury Brands in Internet Businesses

Abstract

Imitation brand and the factors affecting it and the buying behavior of consumers of luxury brands are emerging issues that have not been comprehensively addressed in previous researches. Therefore, the purpose of this research is to investigate and explain the imitative brand model in the purchase behavior of luxury brands in internet businesses. This research is of an applied type in terms of its purpose, and it is descriptive-survey based on the method of data collection. The data were collected using a standard researcher-made questionnaire. The statistical population of the current research, managers (superior, middle and operational) active in the field of internet businesses were selected, and a total of 158 people were identified. Also, the number of samples was determined using Cochran's formula of 113 people, and stratified random method based on organizational position was used. To collect data related to the variables, a researcher-made questionnaire taken from the doctoral thesis and article of Rahimzadeh et al. In order to analyze the data, structural equation modeling was used using Smart PLS4 software. The results indicate that all indicators and factors affecting the imitator brand in buying behavior of luxury brands have a factor load of more than 0.4, so the indicators and factors are confirmed. Also, the model of factors affecting the imitation brand in the buying behavior of luxury brands has been drawn and the effect of the causal factors on the imitation brand in the buying behavior of luxury brands and contextual and environmental factors on the strategies have been significant, as well as the strategies have a positive and significant effect on the consequences and results. has it. And at the end, it was shown that the presented model has a good fit. Imitation brand factors in buying behavior of luxury brands in internet businesses can be suggested as a practical and comprehensive package for all business managers in general and internet businesses in particular.