Objetivo – Este artigo visa a analisar se a relação entre a origem do produto e a percepção de risco de contrafação afeta a intenção de compra em relações B2B.
Design/metodologia/abordagem – Por meio de um experimento, foram desenvolvidos oito cenários que descrevem uma situação de compra com risco de adquirir um produto contrafeito. Análise de variância (ANOVA) e regressão logística foram posteriormente aplicadas para os testes estatísticos.
Resultados – Os resultados sugerem que a intenção de compra é afetada pela origem do produto. Do mesmo modo, os gestores percebem o risco de contrafação em relações B2B.
Implicações práticas – Existe uma tendência de os gestores analisarem um método de compra observando diferentes variáveis no processo. Ao relacionar a origem do produto com a percepção de risco de contrafação, os gestores de compras possuem forte tendência de não efetuar a transação.
Originalidade/valor – Produtos contrafeitos entraram em definitivo na lista de riscos e devem ser combatidos, pois ameaçam a integridade das cadeias de suprimento. Este estudo realça a importância da discussão sobre produtos contrafeitos e a possibilidade de eles entrarem nas cadeias de suprimentos por meio do processo de compras das firmas.
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A Revista Alcance é uma revista brasileira de livre acesso, com publicação quadrimestral, vinculada ao Programa de Pós-Graduação em Administração e Programa de Mestrado Profissional em Administração - Gestão, Internacionalização e Logística da Universidade do Vale do Itajaí – Univali. Procuramos publicar artigos de trabalhos teóricos-empíricos e tecnológicos nas áreas da Administração. Diferentes perspectivas teóricas e metodológicas são bem-vindas, desde que sejam consistentes e relevantes para o desenvolvimento da área.
