Examining the impact of generation Z's attitude toward counterfeit footwear in Malaysia

Lim, Su Kim (2024) Examining the impact of generation Z's attitude toward counterfeit footwear in Malaysia. Final Year Project, UTAR.

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Abstract

The research study is developed to examining the impact of Generation Z’s attitude toward counterfeit footwear in Malaysia. The main concern of this research will be around the identified price-quality inference, perceived risks, personal gratification, and value consciousness that impact Generation Z’s attitude toward counterfeit footwear. There are four hypotheses constructed to study and generate comprehensive results. The target respondents in the research are Malaysians Generation Z who purchased counterfeit footwear. In addition, 165 sets of valid questionnaires were collected and analyzed by using Statistical Package for Social Science (SPSS) version 29. The researcher adopted Pearson Correlation Analysis and Multiple Linear Regression. Moreover, before the inferential analysis, the results of the internal reliability test (Cronbach’s Alpha) indicated that the measurement scales were consistent and reliable in measuring the proposed constructs. According to results generated from Multiple Linear Regression and Pearson Correlation Analysis, all the variables (price-quality inference, perceived risks, personal gratification, and value consciousness) indicate a significant relationship. Lastly, a few limitations that hinder the research from being conducted effectively were identified and recommendations are presented to propose beneficial suggestions for further studies to be conducted.

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