Face Consciousness and Moral Ambiguity: Consumers' Willingness to Patronize Hospitality Knockoff Brands

被引：0

作者：

Guillet, Basak Denizci ^{[1
,4
]}

Mattila, Anna ^{[2
]}

Peng, Zixi ^{[2
]}

Gao, Lisa ^{[3
]}

机构：

[1] Griffith Univ, Dept Tourism Sport & Hotel Management, Brisbane, Australia

[2] Penn State Univ, Sch Hospitality Management, University Pk, PA USA

[3] Hong Kong Polytech Univ, Sch Hotel & Tourism Management, Hong Kong, Peoples R China

[4] Griffith Univ, Griffith Business Sch, Dept Tourism Sport & Hotel Management, Glyn Davis Bldg N72 Room 0-40, Brisbane, Qld 4111, Australia

来源：

JOURNAL OF CHINA TOURISM RESEARCH | 2024年

关键词：

Knockoff; patronize intention; face consciousness; moral ambiguity; restaurants; hospitality industry; PURCHASE INTENTION; CULTURAL TIGHTNESS; COUNTERFEIT; CONSUMPTION; ETHICS; BUYERS; SELF; PRODUCTS; SCALE; GOODS;

D O I：

10.1080/19388160.2024.2312979

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The purpose of this study is to examine consumers' willingness to patronize retail knockoffs, taking Starbucks as an example. We make a connection between consumers' willingness to patronize retail knockoffs and cultural variation in the form of tightness and looseness. The U.S. and China - two of the largest counterfeit and knockoff markets - represent loose and tight societies, respectively. Through a quasi-experiment design (nationality: Chinese vs. U.S.), findings reveal that in the context of this study, U.S. consumers are more willing to patronize retail knockoffs than their Chinese counterparts. In addition, the study shows that moral ambiguity and face consciousness act as mediators in influencing consumers' willingness to patronize retail knockoffs. To the best of our knowledge, this is one of the first empirical studies on consumers' willingness to patronize retail knockoffs in the hospitality industry, taking face consciousness and moral ambiguity into consideration.

引用

页数：18