Why do the bogus cell phones with low abilities can grab small space in the emerging handset market? This study, through in-depth-interview, secondary data, aims to discuss and explore what the purchase's factors are, as well as acceptance and refusing on the bogus cell phones from consumers. Whether the brand image impacts the bogus cell phones or not? The findings has discovered: (1) the purchased desire is to choose from the price, brand image, its appearance design, the function characteristic, as well as the advertisement of the bogus cell phones; (2) consumer who purchases a bogus cell phone is influenced by the crowd's manner and one's behavior; (3) consumer is willing to buy the bogus cell phones with logo; (4) consumers purchase the bogus cell phone without negative news influence; (5) consumers thought that the impostor cell phones not only meet their needs but also make itself become popular; (6) consumers who purchase the bogus cell phones has low moral faith; therefore, they have no comments regarding infringement wisdom property rights; (7) consumers who use the bogus cell phones are the low end consumers.