山寨機炫耀行為之研究-以虛榮程度為干擾

A Study on Conspicuous Behavior of Pirated Cellphone--- Degree of Vanity as a Moderator

賴秀精(Show-Jing Lai)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2010年)

摘要

山寨機是模仿或抄襲品牌嫌疑的手機，手機外形與知名品牌的熱門產品相似，沒有自己的品牌，印著假以亂真而酷似品牌的名稱。山寨機原是上不了檯面的商品，因受到消費者的青睞，而演變成一股不可抑制的洪流。使用者不諱言公開討論、展現山寨機，炫耀意味濃。炫耀產品帶動炫耀行為，炫耀行為滿足虛榮心理。當物品價值高不可攀時，昂貴奢侈品被仿冒；但今日山寨機仿冒的並非昂貴之奢侈品，卻有消費者趨之若鶩；令人懷疑，購買這種非高價位奢侈品的仿冒品，也有虛榮的心理。本文以使用過山寨機之消費者為實施問卷對象，研究之主旨在求證購買山寨機之消費行為是否因虛榮特質而呈現高炫耀行為表現。本文採用結構方程模式進行資料蒐集與分析，期望所建構之假說能更縝密的得到驗證。研究結果發現，虛榮特質對炫耀行為具有直接正向影響效果。最後針對驗證結果提出有效之管理意涵，提供手機產業擬定行銷策略之參考，期使手機產業未來能更蓬勃發展。

關鍵字

山寨機 ； 炫耀行為 ； 虛榮特質 ； 結構方程模式

並列摘要

Pirated cellphones refer to those that are suspected to imitate or copy the brand cellphones. They are similar with the hot products of famous brands in appearance, and are printed with the names that are extremely like famous brands in a confusing way, though having no brands of their own. Originally, pirated cellphones are commodities that hard to be sold, but as being favored by consumers, they have brought an irresistible purchasing tide. The users even publicly discuss and display their pirated cellphones with a strong flaunt. Flaunting products will drive conspicuous behavior, and conspicuous behavior will further gratify vanity. Once commodities are too expensive, valuable luxury items will be imitated. But, why consumers still snap up pirated cellphones which even though don’t imitate valuable luxury brands at present? It is doubted whether vanity lies in the purchase for these inexpensive imitated items. This paper takes consumers who have used pirated cellphone as its questionnaire respondents, and its purpose is to verify whether the consuming behavior of purchasing pirated cellphones appears a behavior performance of high flaunt due to the vanity trait. This paper applies structural equation modeling to conduct data collection and analysis, expecting to verify the constructed hypothesis in a more deliberate way. The results of this study show that vanity trait has a positive direct effect on conspicuous behavior. Finally, this study proposes effective managerial implications based on the verification results, for providing references to the cellphone industry in drawing out marketing strategies and further boosting the prosperity of the cellphone industry in future.

並列關鍵字

pirated cellphone ； conspicuous behavior ； vanity trait ； structural equation modeling

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