中國精品仿冒盛行因素之探討：實證中國文化特質、人格特質與計劃行為理論之影響關係

Exploring the Prevalence Factors of Counterfeit Luxury Brands in China:An Empirical Investigation of the Relationships among Chinese Cultural Traits, Personality Traits and Theory of Planned Behavior

彭翠蓮(Tsui-Lien Peng)

指導教授 ： 呂慈恩

健行科技大學/商學院/國際企業管理研究所/碩士(2010年)

摘要

根據美國貿易代表署（USTR）公佈「2009年特別301報告」，對全球77個國家和地區的智慧財產權保護情形提出檢討。中國已經連續第5年被列入「優先觀察名單」。 中國現階段最令人頭痛的問題就是仿冒問題，人們毫無忌憚地購買仿冒品，這是導致仿冒品泛濫的主要原因，而消費者購買仿冒品的原因，可以從許多層面來探討，其中包括法律、文化、心理、個人特質、經濟等層面，每個構面皆會影響消費者購買仿冒品的行為意圖。有許多研究指出消費者的消費觀念，會受到國家文化的不同而有所影響。亦有研究指出國家文化特質對消費行為之解釋尚為不足，故本研究進而加入個人特質加以討論，分析華人文化因素（面子、集體主義）是否會影響個人特質（消費倫理信念、物質主義、風險趨避），再以計劃行為理論為基礎，探討個人特質是否會影響消費者的態度、主觀規範及自我效能，而消費者的態度、主觀規範及自我效能是否會影響仿冒品的購買意圖。 本研究以中國大陸有經濟收入之消費者為樣本，採用問卷調查法，運用迴歸分析法驗證假說。研究結果顯示： （一）在華人文化因素中，面子對個人特質三個構面皆有影響關係；集體主義對個人特質方面，僅有物質主義及風險趨避有顯著影響。 （二）在個人特質部分，消費倫理信念和物質主義對消費者的態度、主觀規範及自我效能皆有顯著影響；風險趨避僅對主觀規範及自我效能有顯著影響。 （三）消費者的態度、主觀規範及自我效能皆會對仿冒品的購買意圖有所影響。

關鍵字

仿冒品 ； 華人文化因素 ； 個人特質 ； 計劃行為理論

並列摘要

According to Special 301 report in 2009 compiled by the United States Trade Representative (USTR) office, 77 countries’ protection and enforcement of intellectual property rights were reviewed. China has remained on the Priority Watch List for the fifth consecutive year.
The most serious problem that China faces today is the issue of Counterfeiting. This is the result of people keep buying counterfeit products without scruple. The cause of this situation can be studied from many different perspectives, such as law, culture, psychology, personality traits, economy, etc. Each perspective has impact on the consumer’s intention of purchasing counterfeit products. Many researchers point out the consumption concept can be affected by national culture. On the other hand, some researches indicate there are not enough evidence to prove the relationship between the Chinese culture influences and consumption concept. Therefore, in this thesis we add personality traits into the consideration to analyze whether the Chinese culture factors (the face, collectivism) will influence the personality traits (consumer ethic beliefs, materialism, risk aversion). Base on the revise of the Theory of Planned Behavior, (TPB) to find out whether the personality traits will have impact on consumer’s attitude, subjective norm and self-efficacy. Determine if the consumer’s attitude, subjective norm and self-efficacy will influence consumer’s purchase intention of counterfeit products.
The questionnaire survey methodology is adopted, and the statistic sample pool is defined as the Chinese consumer who has personal income. Use regressing analysis to test the hypothesis. The result reveals:
1.In the Chinese Culture factors perspective the face has influence on all three aspects of personality traits; collectivism has influence on the materialism and risk aversion.
2.About personality traits, we find out consumer ethical and materialism has great impact on consumer’s attitude, subjective norm and self-efficacy. However, risk aversion only affect subjective norm and self-efficacy.
3.consumer’s attitude, subjective norm and self-efficacy has impact on consumer’s purchase intention of counterfeit products.
Keywords:

並列關鍵字

Counterfeit ； Chinese Cultural Factors ； Personality Traits ； Theory of Planned Behavior

參考文獻

中文部分

王信孚（2004），「消費者物質主義與社會影響之易感受性對衝動性購買之影響：信用卡使用之調節角色」，國立東華大學企業管理研究所未出版之碩士論文。

王國川（1998），「計劃行為理論各成份量表之設計、發展與建立─以青少年無照騎車行為之研究為例」，師大學報，第43卷，第2期，67-91頁。

王震武、林文瑛、林烘煜、張郁雯、陳學志 合著（2001），心理學，台北：學富文化。

王儷蓉（2006），「仿冒相似度構面之研究」，中國文化大學國際貿易研究所未出版之碩士論文。