以計劃行為理論為基礎探討消費者仿冒品購買意願

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曾文聖(Ｗen-sheng Tseng) 查詢紙本館藏

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企業管理學系

論文名稱

以計劃行為理論為基礎探討消費者仿冒品購買意願
(Study of intention toward counterfeits purchasing based on theory of planned behavior)

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摘要(中)

仿冒逐漸發展成一個顯著的國際問題，大部分產品不能倖免的成為被仿冒對象。亞洲國家被認為是侵犯智慧財產權最甚者，而台灣也名列特別301其中。本研究以計劃行為理論為基礎，以需求面探討仿冒品，欲了解消費者對於仿冒品購買意願之影響因素。本研究根據知覺流行內涵，將流行性成分大於功能性成分的產品，以仿冒衣飾/飾品類別為例；功能性成分大於流行性成分的產品，以盜版軟體/遊戲/影片/音樂CD類別為例，分別以此兩類產品探討消費者態度、主觀規範、自我效能對於消費者仿冒品購買意願的影響。研究結果如下：在衣飾/飾品方面，僅消費者態度顯著影響對其購買意願；而在盜版軟體/遊戲/影片/音樂CD方面則是態度、主觀規範與自我效能皆影響消費者購買意願，顯示了產品類別的不同，對於仿冒品購買意願影響因素也就因此而有所不同。

摘要(英)

No product category is left unscathed and counterfeiting has become a significant economy problem. Asian countries are notorious as the world’s worst violators of intellectual property rights, and Taiwan is on the special 301 list. This study proposes a model based on the Theory of Planned Behavior and investigates demand side of counterfeits to understand what factor affect intention toward counterfeits purchasing. According to perceived fashion content, this study names products with more fashion component than functional component as CA category, and names products with more functional component than fashion component as OD category. Investigate how attitude toward counterfeits purchasing, subjective norm and self-efficacy affect intention toward counterfeits purchasing in the two product categories respectively. This study results are as follows: only attitude toward counterfeits purchasing effects intention toward counterfeits purchasing in the CA category. Attitude toward counterfeits purchasing, subjective norm and self-efficacy effect intention toward counterfeits purchasing in the OD category. It indicates that different factors affect intention toward counterfeits purchasing with difference in product category.

關鍵字(中)

★ 計劃行為理論
★ 仿冒

關鍵字(英)

★ theory of planned behavior
★ counterfeits

論文目次

中文摘要 i
英文摘要 ii
圖目錄 iv
表目錄 v
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究流程 2
第二章文獻探討 4
第一節仿冒的定義與種類 4
第二節台灣仿冒品 4
第三節仿冒相關文獻 7
第四節計劃行為理論 9
第五節自我效能理論 11
第三章研究方法 14
第一節研究架構 14
第二節研究假說 15
第三節研究變數操作型定義與測量 17
第四節資料分析與統計方法 20
第四章研究結果 22
第一節樣本敘述性統計分析 22
第二節研究變數結果描述 25
第三節研究變數之信度與效度分析 28
第四節研究變數之因果模式分析 33
第五章結論與研究限制 48
參考文獻 49
附錄：研究問卷 53
圖目錄
圖1 研究流程 3
圖2 理性行為理論 9
圖3 計劃行為理論 11
圖4 修正後之TPB 13
圖5 研究架構圖 14
圖6 研究路徑圖 35
圖7 整體模式關係路徑圖 - CA 42
圖8 整體模式關係路徑圖 - OD 43
圖9 研究假設路徑圖 - CA 44
圖10 研究假設路徑圖 - OD 44
表目錄
表1 特別301名單-亞洲國家部份 1
表2 2003~2007年IIPA台灣仿冒損失與比例調查 5
表3 消費者類型 7
表4 研究假設 17
表5 態度之衡量問項彙整 18
表6 主觀規範之衡量問項彙整 18
表7 自我效能之衡量問項彙整 19
表8 行為意願之衡量問項彙整 20
表9 性別次數分配表 22
表10 年齡次數分配表 22
表11 教育程度次數分配表 23
表12 職業次數分配表 23
表 13 每月可支配所得次數分配表 24
表14 居住地區次數分配表 24
表15 態度之敘述性統計分析 25
表16 主觀規範之敘述性統計分析 26
表17 自我效能之敘述性統計分析 26
表18 購買意願之敘述性統計分析 27
表19 信度分析表 28
表20 收斂效度分析表 - CA 30
表21 收斂效度分析表 - OD 30
表22 區別效度分析表 - CA 32
表23 區別效度分析表 - OD 32

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指導教授

洪德俊

審核日期

2008-7-23

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