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Article Title:
Mediating Effects of Attitude on the Relationshiop between Social Cultural Factors and Purchase Intention of Counterfeits in Kenya
by B.M. Muia; C. Lagat; R.Bonuke

Abstract:
Counterfeit trade continues to flourish and cause economic problems in most countries, aided by comparatively higher trade margins and demand for world famous brands. 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. Findings so far are not conclusive, necessitating further study. This study therefore aimed to investigate the relationship between social cultural factors (SCF) and Purchase Intention (PI), and the mediation effect of Attitude on this relationship. The study applied an explanatory research design among university students. The study specific objectives sought to establish the mediation effect of attitude (ATT) on the relation between SCF and PI. The study was guided by the Theories of Planned Behavior, Reasoned action and Moral competence. The study adopted positivism research paradigm to collect data from the target population using well-structured questionnaire with a 5 point Likert scale to collect data and used Cronbach?s alpha to test for its validity and liability. Data collected from 450 respondents were analyzed usingcorrelation and multiple regression analysisin Statistical Package for Social Sciences (SPSS)for direct effect of SCF on PI and SPSS PROCESS Macrofor the indirect effect of attitude on the relationship. The study findings showed a positive and significant indirect effect of Social cultural factors on Purchase intention 0.11, [.1406, .2971]. The results indicated that attitude mediates significantly therelationship between social cultural factors and purchase intention of counterfeit mobile phones in Kenya.

Keywords: Social Cultural Factors, Attitude, Purchase Intention, Counterfeits, And Conditional Effect, Bootstrap

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