Did you just run into a download or a file on your computer that is digitally signed by Purch? Some of the security products refers to the detected files as Adware ( 004c2e841 ) and W32.HfsAdware.F81C. The detection rate for the Purch files collected here is 14%. Please read on for more details.
You will typically see Purch when double-clicking to run the file. The publisher name shows up as the "Verified publisher" in the UAC dialog as the screenshot shows:

You can view the additional details from the Purch digital signature with the following procedure:
Here's a screencap of a file that has been signed by Purch:

As you can see in the screengrab above, Windows states that "This digital signature is OK". This implies that the file has been published by Purch and that the file has not been tampered with.
If you click the View Certificate button shown in the screencap above, you can view all the details of the certificate, such as when it was issued, who issued the certificate, how long it is valid, etc. You can also examine the address for Purch, such as the street name, city and country.
DigiCert SHA2 Assured ID Code Signing CA has issued the Purch certificates. You can also examine the details of the issuer by clicking the View Certificate button shown in the screenshot above.
The following are the Purch files I have collected, thanks to the FreeFixer users.
| Detection Ratio | File Name |
|---|---|
| 8/56 | vBYfMrc0.exe.part |
Here's the detection names for the Purch files. I've grouped the detection names by each scanner engine. Thanks to VirusTotal for the scan results.
| Scanner | Detection Names |
|---|---|
| Baidu-International | Adware.Win32.InstallCore.ZN |
| Bkav | W32.HfsAdware.F81C |
| Comodo | Application.Win32.InstallCore.DVC |
| ESET-NOD32 | a variant of Win32/InstallCore.ZN potentially unwanted |
| Fortinet | Riskware/InstallCore |
| K7AntiVirus | Adware ( 004c2e841 ) |
| K7GW | Adware ( 004c2e841 ) |
| Qihoo-360 | Win32/Virus.8d0 |
The detection percentage is based on that I have gathered 56 scan reports for the Purch files. 8 of these scan reports came up with some sort of detection. If you like, you can review the full details of the scan reports by examining the files listed above.
The analysis is based on certificates with the following serial numbers: