Conceptualizing Consumer Need for Product Authenticity

10.6702/ijbi.2009.4.1.5

Shu-Ling Liao；Yu-Yi Ma

Consumer need for authenticity ； consumption value ； true self ； ideal Self

International Journal of Business and Information

4卷1期（2009 / 06 / 01）

89 - 114

英文

This exploratory study investigates the perceived characteristics of product authenticity and the idiosyncrasies and propensities of consumers who express a need for such authenticity. Based on personal interviews of 10 consumers and three sessions of focus group interviews with 17 consumers, this study identifies six characteristics of authenticity: (1) originality, (2) quality commitment and credibility, (3) heritage and style persistence, (4) scarceness, (5) sacredness, and (6) purity. The study finds that consumers will expend high-acquisition efforts to search for and buy authentic products with one or more of the six authenticity characteristics. It also finds that consumers with a high need for authenticity consume authentic products deliberately, remain loyal to authentic products, and refuse to consume imitation goods.