The Differences of Consumer Well-being in the Process of Counterfeit Consumption

This paper makes an in-depth interview on the non-deceptive counterfeit luxury consumers. Base on grounded theory, it is found that consumers have different perceptions of consumption happiness in the whole process of consumption through the extraction, analysis and summary of the interview text. Through multi-path construction, we find that differences are mainly influenced by four factors: product characteristics, individual characteristics, social situational factors and psychological factors; Among them, social situations are the main factors that affect happiness differences, which play a lateral role in early purchase decisions, and play an important role in adjusting the use experience.