Examining the Effects of Apparel Attributes on Perceived Copyright Infringement and the Relationship Between Perceived Risks and Purchase Intention of Knockoff Fashion

The growth of fast fashion retailers, availability of knockoff fashion apparel, and proposed apparel copyright law prompted this study. Fast fashion retailers are expanding rapidly and producing knockoffs fashion apparel in a matter of weeks, but current U.S. copyright laws do not protect apparel. The primary purpose of this study was to identify prominent visual fashion apparel attributes that could determine perceived copyright infringement. A secondary purpose was to examine the effects of fashion apparel attributes on perceived copyright infringement, perceived risk, and purchase intention. A sequential exploratory mixed method approach was used to explore the relationship between: Attributes, perceived copyright infringement, perceived risk, and purchase intention. This study consisted of a: Study one, study two, and study three. Twelve hypotheses were proposed, and five were supported. Quality significantly affected both perceived copyright infringement and purchase intention. Performance, social, and asset significantly affected purchase intention of knockoff fashion apparel