消費者購買仿冒品牌態度之跨文化比較-以上海、台灣兩地為例

奢侈品的市場持續以高成長率爬升，由於該產業的高獲利性，也助長了仿冒奢侈品牌產業的成長，尤其是亞洲，不僅成為世界最大的仿冒奢侈品牌輸出國，當地仿冒奢侈品牌市場也以迅雷不及掩耳的速度成長。這種趨勢引起許多政界與法界的關注紛紛建立各種扼阻仿冒品的製造與銷售之環境，然而，購買仿冒奢侈品牌的主要力量來自於消費者對仿冒奢侈品牌的態度，因此，學界與業界也紛紛調查與分析消費者對仿冒奢侈品牌的態度以及影響此態度之前置因素。然而，不同地區的研究所得結論不盡相同，因此也有學者主張文化因素可能是一個重要影響因素。盡管如此，關於消費者對仿冒奢侈品牌的態度以及影響此態度之前置因素或購買意願的相關研究中，極少進行跨文化比較。因此本研究將文化因素納入模式中，並檢視文化因素之干擾作用。本研究根據Phau（2008）等學者的研究結果，並參考華人地區次文化比較之相關研究，針對中國大陸上海地區與台灣的民眾進行調查，比較兩地華人對仿冒奢侈品牌態度與其前置因素(社會影響、個人滿足)與購滿意願之差異，經線性結構分析後本研究發現社會影響、個人滿足對仿冒奢侈品牌態度有顯著影響，而且上海民眾的集體主義傾向較強，更加強了社會影響與價值知覺對於仿冒奢侈品牌正面態度的影響；而台灣民眾個人主義傾向較強，更加強了個人滿足對於仿冒奢侈品牌正面態度的影響。

關鍵字

仿冒品；跨國文化；集體主義；對仿冒奢侈品牌的態度；社會影響；個人滿足

並列摘要

The counterfeit market keeps growing at a phenomenal rate because of its high profits. Especially, counterfeiting is extremely rampant in Asia. It arouses the attentions of governments to implement anti-counterfeiting strategies to curb the problem. However, consumer’s attitude toward counterfeits luxury brands are the main drivers to resist counterfeiting (Chan et al., 1998). Many researches explored the consumer attitude toward counterfeit and its antecedents. However, the researches in different areas get different conclusions. Therefore, some researchers suggested that culture may be an important factor for the inconsistent findings. Unfortunately, there are seldom researches validate the relationship between consumer attitude toward counterfeits luxury brands and its antecedents cross-culture. Hence, this study takes culture as a moderating factor in this model. A dimension of culture was integrated into the modified model suggested by Phau et al. (2008) to examine the effect of sub-culture on consumer attitude toward luxury counterfeits. A survey was conducted in Shanghai and Taiwan. Collected data was analyzed through SPASS 18.0 and AMOS 18.0 software. The results reveal that both social influence and personal gratification have significant effect on attitudes toward counterfeits of luxury brands. In Shanghai, where people are more collectivism orientation, the influence of social influence on attitudes toward counterfeits of luxury brands are stronger; and the negative effect of personal gratification is weaker on attitudes toward counterfeits of luxury brands than in Taiwan.

並列關鍵字

Personal gratification ； Counterfeit ； Cross-culture ； Collectivism ； Attitude toward counterfeits ； Social influence

參考文獻

Aaron, A. and N. Wong, “The Effect of Cultural Orientation in Luxury Consumption”, International Journal of Consumer Studies, 37 (2), (1998): 29-32.

Allaire, Y. and M. Firsirotu, “Theories of Organizational Culture”, Organization Studies, 5(3), (1984): 193-226.

Ang, S. H., P. S. Cheng, A. C. Lim, and S. K. Tambyah,“Spot the Difference: Consumer Responses toward Counterfeits”, Journal of Consumer Marketing, 18(3), (2001): 219 - 235.

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Ajzen, I., “The Theory of Planned Behavior”, Organizational Behavior and Human Decision Processes, 12(50), ( 1991 ) : 179-201.

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消費者購買仿冒品牌態度之跨文化比較-以上海、台灣兩地為例

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