仿冒侵權態度與消費倫理信念對消費者購買仿冒品意向之影響研究－以台灣與中國大陸仿冒音樂光碟爲例

The Relationship of Attitude toward Piracy and Ethical Beliefs with Consumers' Intention to Buy Counterfeits-The Case of Taiwan and Mainland China Counterfeit Music Compact Disc

張國忠(Kuo-Chung Chang) ； 蔡靜茹(Jing-Ru Tsai)

《商管科技季刊》 9卷2期 (2008/06) Pp. 225-250

https://doi.org/10.30083/CMQ.200806.0004

摘要

本研究利用消費者之相依性特質及仿冒侵權態度、倫理信念等構面，檢測消費者購買仿冒音樂光碟品意向。研究結果發現，中國大陸消費者對於社會流通利益意識愈強，對其購買仿冒品意向愈明顯；相依性特質高又具反大企業態度的消費者其購買仿冒品的意向也高。台灣相依性特質愈高且認爲仿冒侵權有助於社會利益流通消費者，其購買仿冒品意向愈高；消費者對於仿冒社會成本意識愈高且不贊同主動獲利的非法行爲的倫理信念愈高，愈不傾向購買仿冒品。研究結果亦顯示，只有在消費者具有特定之仿冒侵權態度，其相依性特質之調節作用方具影響力。因此以集體主義高低判定消費者購買仿冒品行爲之研究結論，應進一步再確認。最後，依據研究結果，本研究提出數項降低消費者購買仿冒品意向之建議。

關鍵字

相依性 ； 仿冒侵權態度 ； 消費倫理信念 ； 仿冒品購買意向

並列摘要

This study used interdependent self-construal, consumers' attitude toward piracy, and ethical beliefs to investigate Taiwan and Mainland China consumers' intention to buy counterfeit music compact disc. The findings indicated that Mainland China consumers with strong social benefit of dissemination attitude would have a strong intention to buy counterfeits, consumers with low interdependent self-construal and high anti-big business attitude would also tend to be more likely to buy counterfeits. For Taiwan consumers, those who have high interdependent self-construal and perceive social benefit of dissemination would have a strong intention to buy counterfeits, but those who with social cost of piracy have low intention to buy counterfeits. The results also showed interdependent self-construal had no direct influence on consumers' intention to buy counterfeits. Therefore, using collectivism as a single indicator to predict consumers' intention to buy counterfeits is needed to be reconfirmed. The results are discussed with a view to helping businesses to effectively suppress piracy, and some directions are suggested.

並列關鍵字

Interdependent self-construal ； Attitude toward piracy ； Consumers' ethical belief ； Intention of purchasing counterfeits

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