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E91066
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仿冒品消費行為之跨文化研究:以華人地區為例
A Cross-culture Study of Counterfeit Purchasing Behavior: the Case of Chinese Area
1.彭玉樹
1.Yu-shu Peng
1.國立東華大學國際企業學系
1.Department of International Business, National Dong-Hwa University
001,002,003,004
1.國立東華大學國際企業學系
1.Department of International Business, National Dong-Hwa University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2002-08-01
A.14 計畫執行期間(訖):2003-07-31
2003-04-012003-06-15
A.16 收到日期:2004-01-14
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台灣地區大學生。

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C.2 聯絡日期:2004-01-16
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1.國立東華大學國際企業學系
1.Department of International Business, National Dong-Hwa University
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C.7 資料公開日期:2005-08-01
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1.仿冒品
2.計畫行為理論
3.消費者行為
1.Consumer Behavior
2.Counterfeit Goods
3.Planned Behavior Theory
 根據非正式的統計數據顯示,仿冒品佔全球的貿易額高達百分之五以上。仿冒品不但嚴重打擊廠商創新的意願,而且對於消費者的權益更無法保障。經過廣泛文獻 檢討後發現,國際行銷理論對於仿冒品議題的研究付之闕如,僅有現存文獻也多從供給面被仿冒廠商的角度思索如何有效打擊仿冒廠商的策略,而從消費者觀點出發 探討其購買仿冒品行為的研究則為數更少。本研究主要目的正在於填補此一國際行銷理論窗口,並著重於從需求面探討消費者購買仿冒品之考慮因素,以平衡此項議 題的發展,利於後續研究瞭解廠商打擊仿冒廠商之策略制訂基礎。

本研究以計畫行為理論(Azjen, 1985)做為發展仿冒品消費行為模型之理論基礎。透過文獻歸納可能影響消費者購買仿冒品之意圖和行為之變數,再經過實際個案訪談,瞭解可能之情境變數 (調節變數)作為修正計畫行為模型之根據。本研究以華人地區之台灣作為主要調查抽樣的國家,實證結果證實計畫行為理論確能有效解釋消費者對於仿冒品之購買 行為,研究成果除具填補國際行銷理論之貢獻外,並可提供台商企業或多國企業未來進軍華人地區市場具有價值的參考。

According to unofficial data, the ratio of illegal trade of counterfeit goods to legal trade of goods is higher than 5 % in global base. Counterfeit goods not only severely frustrate the innovative willing of firms, but also harm the right of consumers. After broad literature review, however, we find there exists few studies focused on the issue of counterfeit. The few existing studies inclined to explore the effective strategies to fight the firms that produce counterfeit goods, and even fewer researchers tended to construct the counterfeit goods consuming behavior model. This study is aimed to fill this window of international marketing theory, especially from the demand side to explore the issue of counterfeit goods.

Base on planned behavior model (Ajzjen, 1985), this study attempt to develop a counterfeit goods consuming behavior model. By broad literature review and case study method, we try to capture variables that might have effects on the consumers’ intension or buying behavior to counterfeit goods and use them to modify the planned behavior model for better explanation. The research sample for testified our proposed model from Taiwan. Based on empirical study, the planned behavior model was proven to its adequacy of explaining consumers’ counterfeit buying behavior. The results of this study will be helpful to fill the theoretical gaps of counterfeit goods issues and provide some valuable suggestions for Taiwanese enterprises and MNCs which would like to explore the markets of Chinese area.

D.16 完成檢誤日期:2004-07-27
D.17 預定釋出日期:2005-08-01
D.18 初次釋出日期:2005-08-01
D.19_1 最新版釋出日期:2005-08-01
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10.6141/TW-SRDA-E91066-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E91066
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