以計劃行為理論為基礎探討消費者仿冒品購買意願

Study of intention toward counterfeits purchasing based on theory of planned behavior

曾文聖(Ｗen-sheng Tseng)

指導教授 ： 洪德俊

國立中央大學/管理學院/企業管理學系/碩士(2008年)

摘要

仿冒逐漸發展成一個顯著的國際問題，大部分產品不能倖免的成為被仿冒對象。亞洲國家被認為是侵犯智慧財產權最甚者，而台灣也名列特別301其中。本研究以計劃行為理論為基礎，以需求面探討仿冒品，欲了解消費者對於仿冒品購買意願之影響因素。本研究根據知覺流行內涵，將流行性成分大於功能性成分的產品，以仿冒衣飾/飾品類別為例；功能性成分大於流行性成分的產品，以盜版軟體/遊戲/影片/音樂CD類別為例，分別以此兩類產品探討消費者態度、主觀規範、自我效能對於消費者仿冒品購買意願的影響。研究結果如下：在衣飾/飾品方面，僅消費者態度顯著影響對其購買意願；而在盜版軟體/遊戲/影片/音樂CD方面則是態度、主觀規範與自我效能皆影響消費者購買意願，顯示了產品類別的不同，對於仿冒品購買意願影響因素也就因此而有所不同。

關鍵字

計劃行為理論 ； 仿冒

並列摘要

No product category is left unscathed and counterfeiting has become a significant economy problem. Asian countries are notorious as the world’s worst violators of intellectual property rights, and Taiwan is on the special 301 list. This study proposes a model based on the Theory of Planned Behavior and investigates demand side of counterfeits to understand what factor affect intention toward counterfeits purchasing. According to perceived fashion content, this study names products with more fashion component than functional component as CA category, and names products with more functional component than fashion component as OD category. Investigate how attitude toward counterfeits purchasing, subjective norm and self-efficacy affect intention toward counterfeits purchasing in the two product categories respectively. This study results are as follows: only attitude toward counterfeits purchasing effects intention toward counterfeits purchasing in the CA category. Attitude toward counterfeits purchasing, subjective norm and self-efficacy effect intention toward counterfeits purchasing in the OD category. It indicates that different factors affect intention toward counterfeits purchasing with difference in product category.

並列關鍵字

theory of planned behavior ； counterfeits

參考文獻

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