品牌炫耀及態度功能對仿冒奢侈品購買的影響-從眾與道德信念的干擾作用

THE INFLUENCE OF BRAND CONSPICOUSNESS AND ATTITUDE FUNCTION ON PURCHASE INTENTION OF COUNTERFEIT LUXURY GOODS - WITH CONFORMITY AND MORAL BELIEF AS MODERATORS

朱育萱(Yu-Hsuan Chu)

指導教授 ： 陳美芳

大同大學/經營設計學院/事業經營學系所/碩士(2011年)

摘要

仿冒品是一種偽造品，而且通常是仿製真品而成。隨著奢華的生活越來越普遍，越來越多的人喜歡買奢侈品來顯示自己的身份地位。本研究的目的是想了解消費者購買仿冒奢侈品的行為。
在實驗一中，我們採用了2(有商標With Logo vs. 無商標No Logo)×2(社會調整Social adjustive vs. 價值表達Value expressive)受試者間的實驗設計來檢視品牌炫耀和態度功能是否會影響消費者對仿冒奢侈品的購買意願。消費者購買仿冒品的行為也會受到從眾和道德信念的影響。因此，在實驗二中，我們使用了2 ×2 ×2(高從眾High conformity vs. 低從眾Low Conformity)受試者間的實驗設計來檢視從眾是否會干擾消費者購買仿冒奢侈品。在實驗三中，我們使用2 ×2 ×2 ×2(高道德信念High Moral Belief vs. 低道德信念Low Moral Belief)受試者間的實驗設計來檢視從眾和消費者道德信念是否會干擾消費者購買仿冒奢侈品。
本研究的實證結果指出(1)品牌炫耀和態度功能都有顯著的主效果影響消費者購買仿冒奢侈品意願。(2)消費者的從眾行為也會影響消費者購買仿冒奢侈品意願。(3)消費者的從眾行為和道德信念有部份顯著的干擾效果影響消費者購買仿冒奢侈品意願。研究結果也顯示出當仿冒奢侈品本身是社會調整功能且有明顯的商標 ，當消費者是高從眾且低道德信念下，他會較容易購買仿冒奢侈品。

關鍵字

仿冒奢侈品 ； 品牌炫耀 ； 態度功能 ； 從眾 ； 道德信念

並列摘要

A counterfeit is an imitation, usually one that is made with the intent of fraudulently passing it off as genuine. With the popularity of luxury life, more and more people like to buy luxury goods to represent their status; this study aims to have a better understanding of consumer’s buying behavior of counterfeit luxury goods. In study 1, a 2 (with logo vs. no logo) × 2 (social-adjustive vs. value-expressive) between-subjects factorial design was used to examine the influences of brand conspicuousness and attitude function on the consumer’s purchase intention of counterfeit luxury goods. It is believed that consumers’ purchase intention of counterfeit luxury goods is also influenced by consumer’s conformity and moral belief. Thus, in study 2, a 2×2×2 (high conformity vs. low conformity) between-subjects factorial design was used to examine whether conformity will moderate the consumer’s purchase intension of counterfeit luxury goods or not. In study 3, a 2×2×2×2 (high moral belief vs. low moral belief) between-subjects factorial design was further used to examine whether conformity and moral belief will moderate the consumer’s purchase intention of counterfeit luxury goods or not.
The empirical results of this study indicate that (1) both of the main effects of brand conspicuousness and attitude function have significant impacts on consumer’s purchase intention of the counterfeit luxury goods; (2) consumer’s conformity indeed has impact on consumer’s purchase intention of the counterfeit luxury goods; (3) both of consumer’s conformity and consumer’s moral belief have partial significant moderating effects on consumer’s purchase intention of the counterfeit luxury goods. The results implied that if counterfeit luxury goods can exert social-adjustive attitude function and have obvious logos, then consumers are more likely to buy such products. In addition, when a consumer is characterized with high conformity and low moral belief, then he/she is more likely to buy counterfeit luxury goods

並列關鍵字

Conformity ； Counterfeit Luxury Goods ； Brand Conspicuousness ； Attitude Function ； Moral Belief.

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