台灣消費者為何購買仿冒奢侈品?

WHY DO CONSUMERS IN TAIWAN BUY COUNTERFEIT LUXURY GOODS?

李奇儒(Chi-ju Lee)

指導教授 ： 梁詠貴

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

隨著全球化的時代來臨,仿冒行為的盛行正成為全球棘手的問題,尤其是在亞太地區不僅困擾越來越多的行業和國家,可怕的經濟損失跟對品牌形象的損害也隨之而來。
雖然因有超額利潤才導致這些行為的發生，然而消費者才是促使不法商人生產仿冒產品背後真正的力量。所有消費者行為皆含有不可或缺的倫理成分，了解消費者為何從事不倫理消費行為，應有助於降低這些仿冒行為。而個人的消費道德信念與行為深受到所處的社會或國家文化特質的影響。文化的概念，認為個人來自不同的成長背景，接觸到不同的風俗民情、傳統與宗教信仰，這些因素提供給個人不同的學習環境與經歷，使個人在倫理標準、信念與行為上，有著明顯的不同。
因此，引發探討對於集體主義、消費道德信念、消費者對奢侈品的態度跟購買仿冒奢侈品行為之間的關係。而本研究透過問卷發放，以SPSS軟體進行統計分析 檢視台灣的消費者購買奢侈仿冒品的行為，並得到下列結論。消費者對奢侈品的態度會影響到仿冒奢侈品的購買;消費者的個人主義及道德信念會影響消費者本身對奢侈品的態度跟仿冒品的購買行為

關鍵字

集體主義 ； 仿冒品購買行為 ； 消費者道德 ； 社會調適功能 ； 價值表達功能

並列摘要

Accompanying with globalization, the prevalence of counterfeiting is emerging as one of the most troublesome problems besetting an increasing number of industries and countries, especially in Asia Pacific regions where dreadful economic loss and brand damage to brand owners are wide-spread. It was believed that the desire for supernormal profit is the main reason for those purchasing counterfeits. Consumers, however, are the true driver in such trades. Consumers with low ethical standards may be the key that breeds unethical behavior. An improved understanding of why some consumers engage in unethical behavior could be of help in ultimately curtailing these counterfeiting behaviors. Many researches show that the consumer ethical beliefs and behaviors deeply influenced by the local society and culture trait. The concept of culture defines that the different personal background, custom, tradition and religion provide individuals their own learning environment and experience which lead to different personal ethical beliefs and behaviors.
Because of these reasons, the relation between the collectivism orientations, consumer ethical beliefs, consumer’s attitudes towards luxury brands and consuming counterfeit product behaviors to be discussed. From the analyses of Taiwanese samples through convenience sampling, this research arrived at the conclusions: First, the functions served by attitudes towards luxury brands can influence consumers’ preferences for, albeit related, counterfeit brands. Second, consumers’ ethical beliefs and collectivism orientations are found to have effects to consumer’s attitude and counterfeit purchasing behaviors.

並列關鍵字

Counterfeit Product Purchasing Behavior ； Social-adjustment and Value-expressive functions

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