購買名牌包仿冒品之影響因素探討–應用人格特質與計劃行為理論分析

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顏佳芙(Chia-Fu Yen) 查詢紙本館藏

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購買名牌包仿冒品之影響因素探討–應用人格特質與計劃行為理論分析

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摘要(中)

全球盜版與仿冒品市場總額每年高達4550億至6500億美元，估計至2015年更將高達1兆美元，並持續穩定成長中，80%的盜版與仿冒商品是由中國大陸製造生產，其中最受關注之一的是時尚精品的仿冒問題，隨著中國大陸成為盜版與仿冒品最主要的來源國，台灣漸漸由「製造」仿冒品晉升到「消費」仿冒品，因此本研究以名牌包仿冒品為例，藉由了解影響消費者仿冒品購買意圖的因素與行為決策過程，提供往後相關管理執法單位與精品名牌業者遏制購買盜版與仿冒品行為時的參考依據。
　　本研究以消費者的人格特質是否會影響其購買意圖為主題。將人格特質分為消費倫理信念、物質主義、風險趨避、虛榮特性與自我監控，並運用計劃行為理論為基礎，探討人格特質是否會影響消費者的態度、主觀規範與自我效能，進而影響其購買意圖。
　　研究對象主要為台灣地區有經濟能力與來源之一般消費者，以問卷量表方式進行調查，總共有340位有效樣本，經由SPSS與Amos18.0對資料進行描述性分析、信效度分析，及結構方程模式(SEM)驗證研究假設，結果如下：
一、人格特質中「消費倫理信念」、「風險趨避」透過對仿冒品的「態度」、「主觀規範」與「自我效能」，反向影響其「購買意圖」。
二、人格特質中「物質主義」透過對仿冒品的「態度」、「主觀規範」與「自我效能」，正向影響其「購買意圖」；「虛榮特性」透過對仿冒品的「態度」與「主觀規範」，正向影響其「購買意圖」；「自我監控」僅透過對仿冒品的「自我效能」，正向影響其「購買意圖」。
三、消費者對仿冒品的「態度」、「主觀規範」與「自我效能」皆會正向影響其「購買意圖」。

摘要(英)

Total market value of global piracy and counterfeit goods has up to 455 billion to 650 billion U.S. dollars each year. It’s estimated to 2015 will be as high as $ 1 trillion and sustained growth. Among 80% piracy and counterfeit goods are manufactured by China. One of the most concerned issues is counterfeit of luxury goods. While China becoming the dominate manufacture country of counterfeit goods, Taiwan changes from "manufacture" to "consume" counterfeit goods. Therefore, the purpose of this study was to identify the factors that affect consumer’s behavior intention to purchase counterfeit boutique bag. The results of the study provided suggestions for law enforcement and luxury industry to prevent and curb consumption of piracy and counterfeit goods.
　　The consumer personality traits that affect their purchase intention were investigated in the study. Personality traits contained consumer ethic belief, materialism, risk aversion, vanity, and self-monitoring. The theory of planned behavior were also applied in this study in an attempt to examine whether personality traits would affect consumer’s attitude, subjective norm, and self-efficacy, and in turn affect purchase intention.
　　Data were collected from 340 consumers in Taiwan who have financial capability. This research has adopted structural equation model (SEM) for its data analysis to study the causalities among all parameters constructed in the proposed model. The results of this study were summarized as followings:
1.Consumer’s ethic belief and risk aversion negatively affected the consumer’s attitude, subjective norm and, self-efficacy, thereby affected the consumer’s intention to purchase counterfeit goods.
2.Consumer’s materialism positively affected the consumer’s attitude, subjective norm and self-efficacy, thereby affected the consumer’s intention to purchase counterfeit goods. Consumer’s vanity positively affected the consumer’s attitude and subjective norm, thereby affected the consumer’s intention to purchase counterfeit goods. Consumer’s self-monitoring positively affected consumer’s self-efficacy, thereby affected the consumer’s intention to purchase counterfeit goods.
3.Consumer’s attitude, subjective norm and self-efficacy of counterfeit goods positively affected the consumer’s intention to purchase counterfeit goods.

關鍵字(中)

★ 計劃行為理論
★ 風險趨避
★ 物質主義
★ 自我監控
★ 虛榮特性
★ 仿冒品
★ 消費倫理信念

關鍵字(英)

★ Risk Aversion
★ Consumer Ethic Belief
★ Materialism
★ Vanity
★ Counterfeits
★ Self-monitoring
★ Theory of Planned Behavior

論文目次

摘要 i
Abstract ii
目錄 iv
表目錄 vi
圖目錄 viii
第一章　緒論 1
1-1研究背景 1
1-2研究動機 2
1-3研究目的 5
1-4研究流程 6
第二章　文獻探討 7
2-1 仿冒品 7
2-1-1仿冒品的定義 7
2-1-2仿冒品的發展概況 9
2-1-3仿冒品的相關研究 11
2-2消費倫理信念 13
2-2-1消費倫理信念的定義 13
2-2-2消費倫理信念的衡量 14
2-2-3消費倫理信念的相關研究 16
2-3物質主義 17
2-3-1物質主義的定義 17
2-3-2物質主義的衡量 18
2-3-3物質主義的相關研究 22
2-4風險趨避 23
2-4-1風險趨避的定義 23
2-4-2風險趨避的衡量 23
2-4-3風險趨避的相關研究 24
2-5虛榮特性 26
2-5-1虛榮特性的定義 26
2-5-2虛榮特性的衡量 26
2-5-3虛榮特性的相關研究 28
2-6自我監控 29
2-6-1自我監控的定義 29
2-6-2自我監控的衡量 30
2-6-3自我監控的相關研究 31
2-7理性行為理論與計劃行為理論 32
2-7-1理性行為理論 32
2-7-2計劃行為理論 34
2-8自我效能 35
2-8-1自我效能的定義 35
2-8-2自我效能的衡量 36
2-8-3自我效能的相關研究 39
第三章　研究方法 41
3-1研究架構 41
3-2研究假說及推導 43
3-3研究變數操作性定義與衡量問項 50
3-4問卷設計 57
3-5資料蒐集與分析方法 57
第四章　資料分析 60
4-1樣本個人資料之敘述性統計分析 60
4-2樣本個別變項之敘述性統計分析 63
4-3信度分析 69
4-4建構效度分析 70
4-4-1收斂效度 70
4-4-2區別效度 81
4-5結構方程式分析 82
4-5-1研究架構與適配度分析 82
4-5-2研究假設驗證 89
4-5-3效果分析與變項解釋能力 93
第五章　結論與建議 96
5-1研究驗證結論 96
5-2消費者購買名牌包仿冒品之因素與管理意涵 100
5-3研究限制與建議 101
參考文獻 104
附錄一 116

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指導教授

李憶萱(Yi-Hsuan Lee)

審核日期

2011-7-27

推文