網路購買品牌運動鞋類仿冒品意願之研究

The Study of Purchasing Intention of Counterfeit Brand Sports Shoes on The Internet

李志昂(Chih-Ang Lee)

指導教授 ： 蕭如妙

嶺東科技大學/管理學院/行銷與流通管理研究所/碩士(2011年)

https://doi.org/10.6823/LTU.2011.00095

摘要

近年來，高單價物品之精品市場帶起一股奢華風，因此，仿冒品業者也跟隨這股商機趁勢而起。在現今科技如此進步，加上網際網路的普遍，品牌運動鞋仿冒品的種類包羅萬象。雖然，網路購物存在著一些風險，但是消費者追求名牌的虛榮心理，仿冒品的仿真程度高價格又便宜，仍是無法阻檔消費者在網路購買仿冒品的意願。本研究將知覺風險做為研究主軸，探討消費者對於網路品牌運動鞋類仿冒品購買意願之影響。

本研究對象為有網路經驗使用者進行問卷調查，以抽樣方式，回收問卷308份，並以結構方程試驗證研究假設。實證結果發現：(1)消費者虛榮特性對知覺風險會有正向影響。(2)品牌知名度對知覺風險會沒有顯著負向影響。(3)知覺品質對知覺風險會有顯著負向影響。(4)知覺風險對網路購買意願會有顯著負向影響。研究實證發現，消費者會購買網路品牌運動鞋仿冒品的主要動機為想要凸顯出本身的外表及成就，產生炫耀心態以及獲得他人的尊重。然而消費者在網路購買仿冒品會擔心假如產品與網站上說明的不一致而退貨，所等待的時間，而網路仿冒品無專業售後服務與產品保證，會讓消費者產生預計財務損失風險。

關鍵字

仿冒品 ； 虛榮特性 ； 知覺品質 ； 品牌知名度 ； 知覺風險 ； 購買意願

並列摘要

In recent years, high-priced items of luxury boutique market with a wave of wind. Therefore, the counterfeit goods in the industry have followed this stock taking advantage of business opportunities in the sky. In today's technology such progress, together with the Internet in general, Brand sports shoes, all-inclusive type of counterfeit goods. Although online shopping there are some risks, but the pursuit of brand consumer vanity, Simulation of a high degree of counterfeit goods and cheap prices, consumers are still unable to block the purchase of counterfeit goods in the network's wishes. In this study, perceived risk as a research axis, of the consumer Internet brand sports footwear for the purchase intention of the impact of counterfeit goods.

The subjects were experienced users with Internet surveys, to sampling, 308 questionnaires, and structural equation hypothesis test certificate. Empirical results show that: (1) characteristics of the consumer vanity will have a positive impact on perceived risk. (2)brand awareness of the perceived risk is not significant negative impact. (3)the perceived quality of the perceived risk will have a significant negative impact. (4)perceived risk of online purchasing will have a significant negative impact. Empirical study found that consumers will buy counterfeit goods online brand sports shoes major motivation for the appearance you want to highlight their achievements and to produce to show off attitude and get the respect of others. However, consumers buy counterfeit products in the network will be worried if the product is inconsistent with the description on the website and return, the waiting time, and professional after-sales service network of counterfeit goods and products without assurance that consumers will have the risk of financial loss is expected .

並列關鍵字

Counterfeit goods ； vanity features ； perceived quality ； brand awareness ； perceived risk ； purchase intention

參考文獻

中文文獻

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