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

顏佳芙(Chia-Fu Yen)

指導教授 ： 李憶萱

國立中央大學/管理學院/企業管理學系/碩士(2011年)

摘要

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」。

關鍵字

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

並列摘要

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.

並列關鍵字

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

參考文獻

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