購買仿冒品行為之前因與顧客滿意之模型建構

A Study for Construct of Customer Behavior Purchase on Counterfeit and Consumer Satisfaction and Effect Measure Model

范惟翔(Wei-Shang Fan) ； 詹坤團(Kun-Tuan Chan) ； 曾智郎(Jhih-Lang Zeng)

《全球管理與經濟》 4卷2期 (2008/12) Pp. 45-64

https://doi.org/10.6565/JGME.2008.4(2).3

摘要

海峽兩岸過去仿冒品相當的猖獗，近年來經過兩案政府立法通過後，嚴格禁止販賣後已經不復以往盛行，然而這幾年由於經濟所得一直無法獲得提升，加上有名品牌的售價並不低廉，導致消費者買不起真品，因而購買仿冒品來取代真品。探討消費者行為，滿意度往往是決定是否要繼續選購產品的主要因素之一。因此，本研究從消費者價值、消費者涉入、購買行為與顧客滿意度分析整體關係模式並以仿冒品為例透過因素分析、信度分析、線性結構模式（SEM）等方法，來驗證各研究構面的影響關係。研究結果證實消費者價值對顧客滿意度並無顯著影響、消費者涉入與購買行為對顧客滿意度皆有正面的影響。從影響效果來看，消費者價值對消費者涉入有直接影響；消費者涉入對購買行為與顧客滿意度皆有直接影響；購買行為對顧客滿意度有直接影響且遠高於消費者價值對顧客滿意度的直接影響。從中介效果來看，消費者涉入透過購行為與顧客滿意度的間接影響為0.34，總效果達0 .78，從分析中可發現消費者涉入如能透過購買行為對於顧客滿意度會有更好的效果產生。

關鍵字

仿冒品 ； 購買行為 ； 線性結構方程模式

並列摘要

China and Taiwan both face counterfeiting problems, in recent years traded after the government legislated strict prohibition already not in vogue, however these year Taiwan economy obtained continuously was unable to obtain the promotion, in addition the famous brand sel1ing price was not certainly inexpensive, causes the consumer not to be able to buy the real thing, thus purchased counterfeiting to substitute for the real thing.Discusses the consumer behavior, the degree of satisfaction often is decided whether has to continue to select and purchase one of product primary factors. Therefore, this research from the consumer value, the consumer involvement, the purchase behavior and the customer degree of satisfaction analysis whole relations pattern and take counterfeiting as the example penetration factor analysis, a letter analysis, structural equation modeling (SEM) and so on the method, confirms each research construction surface the influence relations.The research confirms as a result: The consumer value has no to the customer satisfaction obvious influence, the consumer get involved and purchase behavior to all have positive influence to the customer satisfaction. Seeing from the influence result, the consumer is worth to get involved to have direct influence to the consumer; the consumer gets involved to purchase the behavior and the customer satisfaction to all have direct influence; Purchase behavior to have direct influence to the customer satisfaction and far high in consumer value to direct influence of the customer satisfaction. Lay result from it to see, the consumer gets involved through buy behavior and the customer satisfaction of indirect influence to 0.34, the total result reaches to 0.78, from analysis in can find the consumer gets involved as ability through purchase behavior and will have a better result creation for the customer satisfaction.

並列關鍵字

Counterfeit ； Customer behavior purchase ； Structural equation modeling