Moderated Mediation Effect of Consumer Knowledge on the Relationship between Social Cultural Factors and Purchase Intention through Attitude of Mobile Phone Counterfeits in Kenya

Abstract

Counterfeit consumption has been on an upsurge globally aided by comparative higher trade margins and increasing demand for renowned brands at lower prices. Social cultural factors have been found to play a major role in the growth of the trade as they influence the intention, hence purchase of such good. This study investigated the moderating effect of consumer knowledge on the relationship between social cultural factors (SCF) and Purchase Intention (PI) through attitude. The study applied an explanatory research design among university students guided by the Theories of Planned Behavior, Reasoned action, Moral competence and consumer theory. Data was collected from university students using simple random sampling methods using structured questionnaires. Data collected from 450 respondents were analyzed using descriptive and inferential statistical procedures, with the significance of each independent variable and relationship being tested at 95% confidence level (P=0.05). The study findings showed a positive and significant relationship between Social cultural factors (SCF) and Purchase Intention (PI) (β₁=0.579, P<0.05, r²=0.334) and found that consumer knowledge had a positive (ΔR²=0.0042, [F=5.25, P<0.05]) moderated mediated effect (index 0.0668, [LLCI 0.128, ULCI 0.1361]) on the relationship between Social cultural factors and Purchase Intention through Attitude. The study concluded that Social Cultural Factors have an influence on Purchase Intention while Attitude intervenes significantly in the relationship between Social Cultural Factors and Purchase Intention with the relationship conditioned by Consumer Knowledge at different levels of interaction. The study recommends that manufacturers put product differentiating features and information on the packages so that consumers get information before they make purchase choices.