Abstract This paper examines the effect of the similarity between knockoff and original products on purchase intention to knockoff products. It divides the similarity appraisal into symbolic similarity appraisal and functional similarity appraisal. Based on the collected data and according to the regression analysis, it finds symbolic similarity appraisal and purchase intention are positively correlated and embarrassment can serve as an important moderating factor. The paper also finds functional similarity appraisal and purchase intention are positively correlated, and embarrassment and smart shopper perception moderate the relationship.
2012, Vol. 9 
