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With the social and economic globalization continues to increase, an endless stream of branded goods, counterfeiting has become a large brand enterprises, industry and the country had to face a very serious problem. Clothing, shoes, hats, books, jewelry, mobile phones, music products to computer software, various levels of counterfeit goods have been flooded. Not only against counterfeiting piracy of intellectual property creators, resulting in economic losses, more far-reaching impact on economic development and causing social costs. On the one hand led to a fake excess profits generated by one of the important reasons the other hand, consumer demand also contributed to unscrupulous businessmen involved in fake and counterfeit goods flooding caused by a more important reason. In order to effectively curb the proliferation of counterfeit goods, people take a variety of ways, through the supervision of anti-counterfeiting anytime, anywhere, or use legal means to punish, but these are all measures that make up afterwards. If you want to address the root causes of the problem of counterfeit goods, we must take the initiative to fully understand why consumers buy counterfeit products and their motives, and must identify non-deceptive counterfeit goods in the consumer purchase intention of influencing factors, so as to solve this problem.This in-depth study of the past on the basis of the relevant literature, based on consumer demand and variable psychological perspective, made a consumer to buy counterfeit brand goods impact factor theoretical model. Among them, the impact of factors such as perceived risk, perceived product attributes, product involvement degree, level of consumer knowledge, product knowledge, brand personality, brand image and consumers benefit assessment of eight. This study was a structured questionnaire designed empirical investigations to Li-Ning brand consumer specific object of study, the paper questionnaires were targeted on Li-Ning and show on the official mall website for consumers to vote, using SPSS 16.0 and AMOS18.0 obtained on the questionnaire survey statistics and analysis of empirical data to verify whether the theoretical model proposed to meet the actual situation, and obtain empirical findings. After the study found that:(1) A direct impact on brand personality in brand image among consumers, thus affecting the interests of the consumer brand evaluation, and thus significantly influence consumer purchase intent of non-deceptive counterfeit goods. (2) Perceived risk of buying counterfeit goods, consumer attitudes and purchase intentions have a significant impact. (3) Between genuine and counterfeit goods significantly the perception of alternative non-deceptive counterfeit products affect the purchase intention. (4) Learned by analyzing the non-price factors (such as perceived risk, perceived alternative, consumers benefit assessment, etc.) with the price factor, as it will also significantly affect the non-deceptive counterfeit consumer attitudes and purchase intentions. (5) Does not directly affect the level of consumer knowledge of their product know-how, product knowledge, but in a negative impact on consumer willingness to purchase counterfeit goods.
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