消費者對仿冒品態度的前因與後果之研究-以電子產品為例

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廖唯喻(liao-wei yu) 查詢紙本館藏

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論文名稱

消費者對仿冒品態度的前因與後果之研究-以電子產品為例
(A Study of Antecedents and Consequences of Attitudes Towards Counterfeits-Evidence From Electronic products)

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摘要(中)

本研究整合對態度的主要影響因子與對於仿冒品的購買行為意圖，提供解釋並檢定對態度的主要預測因子與顧客對於購買仿冒品的行為意圖的關係。本研究主要目的是在計畫行為理論為基礎上，去了解顧客對仿冒品的購買意圖。除此之外，本研究以計畫行為理論為架構，調查價格與先前仿冒品的購買經驗在此架構中是否扮演著調節變數的角色。採用山寨機此產品作為探討之標的。問卷主要以正在中央大學就讀的上班族為研究對象，共抽取241份有效問卷使用在本研究的資料分析中，本研究利用結構方程模式多變量方法探討各相關影響因素對購買意圖之影響。
實證結果指出對於態度的影響因子與態度之間的關係有顯著的影響，其中以認知風險是預測顧客對仿冒品的態度中最重要的影響因子，再來是誠實性、個人滿足感與價格到品質的推論。在計畫行為理論的架構中，顧客對仿冒品的態度是預測顧客對購買仿冒品的意圖中最重要的影響因子，再來是主觀規範與認知行為控制。而在調節變數的檢定中，實證結果指出仿冒品與原始品牌產品之間的價格差異會顯著調節態度與購買意圖的關係，過去購買經驗也對態度的影響前因因子與態度之間具有調節作用，其中以價格推論到品質影響態度的調節作用最顯著，再來是認知風險對態度的影響以及態度對購買意圖的影響。這些實證結果可幫助企業了解主要影響顧客對於仿冒品的行為與意圖的預測因子，進而可建立有效的反盜版策略，並提出問題讓公司思考應選擇哪些策略去執行在行銷活動中，才能減少顧客對仿冒產品的需求。

摘要(英)

We integrate the main predictors of consumers’ attitude and behavioral intentions toward counterfeits; propose and test a model that deals with the main predictors of consumer attitudes toward counterfeits and their intentions to buy such products. This study aimed at enhancing the understanding of the consumers’ purchasing intention of counterfeit mainly based on the theoretical foundation of planned behavior theory (Ajzen, 1985). Besides, we investigate the moderation effect of price and previous purchasing experience toward counterfeit based on the planned behavior theory. Shanzhai phones are selected to be the research objects. Questionnaires were sent to the office workers who have studied in the National Central University. A total of 241 individuals answered the survey instrument and were used in the data analysis. SEM is used to analyze the relationship between each variable and the purchasing intention.
The empirical result indicates that antecedence predictors of attitude and attitude have significant. Perceived risk was the most important variable to predict consumer attitude toward counterfeits, followed by integrity, personal gratification and price-quality inference. Attitude was the most important variable to predict consumer purchase intention toward counterfeits, followed by subjective norm and perceived behavior control. In the price moderation effect test, the empirical results indicate that price difference between counterfeit and original product moderated the effect of the attitudes to purchase counterfeits and the actual purchase intention. In the previous purchasing experience moderation effect test, price quality inference have been the most moderated significantly to predict consumer attitude toward counterfeits, followed by Perceived Risk → Attitude and Attitude → Purchase Intention. These empirical result help companies understand the main factors influencing consumer behavior toward counterfeits and create effective anti-piracy strategies; suggest questions to consider should companies choose to implement marketing campaigns to reduce consumer demand for counterfeit goods.

關鍵字(中)

★ 仿冒品
★ 態度
★ 顧客行為
★ 仿冒

關鍵字(英)

★ Counterfeits
★ Attitudes
★ Consumer behavior
★ Counterfeiting

論文目次

Abstract.................................................................................................................................... I
中文摘要.................................................................................................................................... II
Table of Contents.................................................................................................................................... III
List of Figures.................................................................................................................................... IV
List of Tables..................................................................................................................................... V
Chapter 1 Introduction........................................................................................................ 1
1.1 Research Background................................................................................................... 1
1.2 Research Objective...................................................................................................... 5
1.3 Research Procedure...................................................................................................... 6
Chapter 2 literature review................................................................................................. 7
2.1 Counterfeit................................................................................................................. 7
2.2 Counterfeiting Research............................................................................................... 9
2.3 Consumer Behavior Theory.......................................................................................... 16
Chapter 3 Methodology..................................................................................................... 20
3.1 Conceptual Framework................................................................................................ 20
3.2 Hypothesis................................................................................................................. 21
3.3 Methodology.............................................................................................................. 27
Chapter 4 Empirical Results................................................................................................ 31
4.1 Demographic profiles of sample.................................................................................... 31
4.2 Descriptive Analysis.................................................................................................... 33
4.3 Dimensionality........................................................................................................... 35
4.4 Reliability and Validity................................................................................................ 36
4.5 Estimation of model parameters.................................................................................... 39
Chapter 5 Conclusion........................................................................................................ 46
5.1 Model....................................................................................................................... 46
5.2 Antecedence of Attitude and Attitude............................................................................ 47
5.3 TPB.......................................................................................................................... 48
5.4 Price and Previous Experience...................................................................................... 49
Chapter 6 Discussion and Suggestions.............................................................................. 51
6.1 Overall Discussion (TPB)................................................................................................................ 51
6.2 Research Implication........................................................................................... 51
6.3 Managerial Implication................................................................................................................ 52
6.4 Research Limitation and Future Research Suggestion.............................................................................. 53
Reference.................................................................................................................................................. 54
Appendix A.................................................................................................................................................. 60
Appendix B.................................................................................................................................................. 61
Appendix C.................................................................................................................................................. 63

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指導教授

宋鎧(Kai-Sung)

審核日期

2010-7-4

推文