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>Empowering consumers as capable guardians to prevent online product counterfeiting victimization in the athletic footwear industry: A routine activity perspective
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Empowering consumers as capable guardians to prevent online product counterfeiting victimization in the athletic footwear industry: A routine activity perspective
E-commerce has given consumers an advantageous medium to shop for brand name consumer products. Criminals have too realized these advantages, and use the criminogenic environment of the Internet to defraud consumers using centuries old schemes -- such as product counterfeiting (Newman and Clarke, 2003; OECD, 2008). Research on the role of the consumer in self-protection and guardianship to prevent online product counterfeiting victimization is limited. This exploratory qualitative study applied the guardianship element of Routine Activity Theory (Cohen and Felson, 1979) to explore how members of independent virtual brand communities (IVBC) share brand, product, and seller specific knowledge and experiences to learn and educate others on how to differentiate between counterfeit and genuine sellers and products online (before and after making a purchase) -- helping the consumer be well-informed when evaluating a product and making a purchasing decision. An IVBC for a leading athletic footwear brand was selected as the data source for a content analysis. Using the three-stage coding process of grounded theory analysis (Corbin and Strauss, 1990), 100 threads were coded and analyzed to assess the key indicators that were most frequently used to distinguish counterfeit and genuine products and sellers, as well as the guardianship potential of the IVBC and its members to serve as a protective factor against this form of victimization online. Findings, limitations, and implications are discussed in depth.
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机译：电子商务为消费者提供了购买名牌消费产品的有利媒介。犯罪分子也已经意识到了这些优势，并利用互联网的犯罪环境通过百年不老的手段欺骗消费者，例如产品假冒（Newman and Clarke，2003； OECD，2008）。关于消费者在自我保护和监护中防止在线产品伪造受害的作用的研究有限。这项探索性的定性研究运用了日常活动理论的监护元素（Cohen和Felson，1979年）来探索独立虚拟品牌社区（IVBC）的成员如何分享品牌，产品和卖方特定的知识和经验，以学习和教育他人如何在线（在购买之前和之后）区分假冒伪劣卖家和真正的卖家以及产品-帮助消费者在评估产品和做出购买决定时了解情况。选择了领先运动鞋品牌的IVBC作为内容分析的数据源。使用扎根理论分析的三阶段编码过程（Corbin和Strauss，1990年），对100个线程进行了编码和分析，以评估最常用于区分假冒产品和真品以及销售者的关键指标以及监护潜力。 IVBC及其成员的身份，以保护免受在线这种形式的伤害。研究结果，局限性和含义进行了深入讨论。
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