A Study of the Consumer Attitude toward Gray Market Goods

消費者對灰色市場商品態度之研究

閻瑞彥(Jui-Yen Yen) ； 陳瑋婷(Wei-Ting Chen)

《北商學報》 16期 (2009/07) Pp. 51-64

https://doi.org/10.29871/JNTCB.200907.0004

摘要

國際品牌經理遭受灰色市場長期的困擾，雖然有許多文獻探討了這個問題，但始終無法提出有效的策略加以改善。本研究試著藉由廣受歡迎的wii來探討消費者對於灰色市場商品的態度。資料分析呈現價格知覺負面且顯著的影響消費者對於灰色市場商品的態度；主觀規範對於灰色市場商品為正向且顯著的影響。此結論與近期研究結果比對後顯示出消費者態度由不同的因素所引導，時間與環境的變遷很可能改變了消費者的購買行為。

關鍵字

灰色市場 ； 消費者態度 ； 購買意圖

並列摘要

Gray market has confused the international brands manager for many long time. Although this problem has been discussed in the literature, but there is still no efficient strategies to solve. This study tried to find out consumer attitude toward gray market goods through the popular product-Wii. Data analysis reveals that price consciousness negative and significant affect consumer attitude toward gray market goods, and subjective norm is positively and significantly for gray market goods. Compare with previous researches, this study has shown the different factors affecting consumer attitude. As a conclusion, probably time and environmental changes will revolutionize purchase behavior of the consumer.

並列關鍵字

Gray market ； Consumer attitude ； Purchase intention