大學生購買名牌仿冒品之意圖－以計畫行為理論

University Students' Purchase Intention of Counterfeit Brand Product-Application of the Theory of Planned Behavior

王韻(Y. Wang) ； 林玉涵(Y. H. Lin) ； 林郁玲(Y. L. Lin)

《紡織綜合研究期刊》 25卷1期 (2015/01) Pp. 49-61

https://doi.org/10.6439/TTRJ.201501_25(1).0007

摘要

現代社會中，市場上一直都有名牌仿冒品流通，仿冒品的購買行為不僅侵害原創者之智慧財產權、同時也影響經濟發展，嚴重打擊廠商創新與建立新品牌的動力。本研究以計畫性行為理論作為基礎架構，並加入消費倫理信念，探討以下四點：（一）大學生的態度是否會影響其購買名牌仿冒品意圖；（二）大學生的主觀規範是否會影響其購買名牌仿冒品意圖；（三）大學生的知覺行為控制是否會影響其購買名牌仿冒品意圖；（四）大學生的消費倫理信念是否會影響其購買名牌仿冒品意圖。本研究採問卷調查法，一共發出295份問卷，回收有效問卷251份。研究對象為台灣大學生，問卷回收後以SPSS統計軟體分析，資料分析包含敘述性統計分析、因素與信度分析、Pearson相關分析與階層迴歸分析。研究結果顯示：1.大學生態度、主觀規範、知覺行為控制與名牌仿冒品購買意圖皆有顯著正相關，而消費倫理信念則與行為意圖具顯著負相關。2.之後的階層迴歸分析發現，態度、主觀規範、知覺行為控制對行為意圖有顯著正向影響，其中以知覺控制行為的影響最大；然而消費倫理信念對行為意圖確沒有達到顯著影響，表示當態度、主觀規範、知覺行為控制與消費倫理共同存在時，消費倫理信念並不會影響大學生購買仿冒品的行為意圖，且大學生購買名牌仿冒品的行為意圖，主要依序受到知覺行為控制、態度、主觀規範的影響。

關鍵字

態度 ； 主觀規範 ； 知覺行為控制 ； 計畫行為理論 ； 消費倫理信念 ； 名牌仿冒品

並列摘要

Nowadays, counterfeit products have been sold in the market. The purchasing behaviors of counterfeit products not only violated the intellectual property rights of original creators, but also crack down economic development and companies' willingness to establish a new brand. This study used the Theory of Planned Behavior as a research framework and adding consumer's ethical beliefs to understand how students' attitudes, subjective norms, perceived behavior control, and ethical beliefs influence their purchase intention of counterfeit products. Total 295 completed questionnaires were received; however after removed unusable data, 251 usable questionnaires were left. The research subjects are college students in Taiwan. Data were analyzed using SPSS statistical software which included descriptive statistics analysis, factor and reliability analysis, Pearson correlation analysis and hierarchical regression analysis. The results found: 1. there are significant positive relationships among students' attitudes, subjective norms, perceived behavior control and purchase intention of counterfeit brand products; In addition, a significant negative relationship was found between students' ethical beliefs and behavior intention. 2. After hierarchical regression analysis, this research revealed that attitudes, subjective norms, perceived behavior control have positive significant influence on purchase intention of counterfeit brand products, with the perceived behavior control having the greatest effect.However, there is no significant impact found inconsumer ethical beliefs on behavior intentions, means that when consumers' attitudes, subjective norms, perceived behavior control and ethic beliefs were coexist , ethical beliefs would not influence college students' purchase intentionof counterfeit brandproducts. College students purchase intention of counterfeit brand products mainly impact by perceived behavioral control, attitudes, and subjective norms in order.

並列關鍵字

Attitudes ； subjective norms ； perceived behavior control ； Theory of Planned Behavior ； ethical beliefs ； and counterfeit brand products