购买过仿冒品的奢侈品消费者品牌忠诚研究

发布时间：2018-04-29 14:05

本文选题：仿冒奢侈品购买者 + 品牌溢价　；参考：《哈尔滨工业大学》2013年硕士论文

【摘要】：随着中国经济不断地发展，人们的生活水平也伴随发展起来，使得人们的生活概念和生活方式有很大的变化。一般的产品不能满足消费者的追求，他们追求奢侈品牌。目前奢侈品面临了很大的困扰，不仅是品牌竞争对手还有仿冒品，仿冒品的问题不仅侵犯了知识产权法，损坏了国家生产的名誉以及影响了国产的发展，很多人认为奢侈品与仿冒品之间很明显地自己有市场定位，可是仿冒品对使用真品的购买者也造成了不良的影响。因此，除了经济有关条件之外，品牌也应该考虑其他方案为了对待仿冒品。为了品牌能够创造有效的营销策略，本论文通过很多参考文献得知了很多相关仿冒购买者的行为、购买动机与购买意愿的流程以及购买仿冒品的相关因素，得知了仿冒品有利有弊，仿冒品虽然造成不良的影响，它还存在好的方面，很多研究者的研究结果指出了经历购买过仿冒品有倾向购买真品的机会，为了更加了解仿冒购买者对品牌价值有如何观念，本研究使用品牌溢价的理论包括品牌知名度、感知价值、感知质量、品牌联想和品牌忠诚度的五个变量进行衡量仿冒消费者的品牌忠诚影响因素，并且选取了皮包与名牌包包的仿冒品之类，然后通过问卷调查方式来收集数据，回收的358份问卷调查，运用SPSS软件进行分析数据，运用了测量问卷信度分析方法、测量各变量的KMO值和巴特球体检验分析、因素分、相关分析与回归分析，发现仿冒奢侈品购买者对品牌存在忠诚度。品牌溢价核心理论的的变量包括品牌知名度、感知价值、感知质量及品牌联想在仿冒消费者的角度来说是对品牌忠诚度有影响的，，最有显著的因素是感知社会价值，其次是品牌联想、品牌知名度与最后是感知实物质量，这可以说明仿冒消费者因奢侈品的品牌价值带动丰富的价值而吸引他们购买，可是感知价值的程度没有达到愿意支付溢价的程度，或者购买行为的过程中产生了影响变量使消费者选择消费了仿冒品，可是他们对品牌的深情是存在忠诚度。
[Abstract]:With the continuous development of Chinese economy, people's living standard also develops, which makes people's life concept and life style change greatly. The average product cannot satisfy the consumer's pursuit, they pursue the luxury brand. At present, luxury goods are facing great difficulties, not only for brand competitors but also for counterfeit goods. The problem of counterfeit goods not only infringes on intellectual property laws, damages the reputation of national production, and affects the development of domestic production. Many people believe that there is a clear market position between luxury and counterfeit goods, but counterfeiting also has a negative impact on buyers of genuine goods. Therefore, in addition to economic conditions, brands should also consider other options to deal with counterfeit goods. In order to create an effective marketing strategy, this paper has learned a lot about the behavior of counterfeiting buyers, the process of purchase motivation and purchase intention, and the factors related to the purchase of counterfeit goods through a lot of references. Having learned that counterfeit goods have advantages and disadvantages, and that counterfeiting products have a negative impact, they still have good aspects. Many researchers have pointed out that they have experienced the opportunity of buying fake goods that have a tendency to buy genuine goods. In order to understand how counterfeiting buyers think about brand value, this study uses the theory of brand premium including brand awareness, perceived value, perceived quality. Five variables of brand association and brand loyalty were used to measure the influence factors of brand loyalty of counterfeit consumers, and the fake products of leather bag and brand name bag were selected, and then the data were collected by questionnaire. Three hundred and fifty-eight questionnaires were collected, and the data were analyzed by SPSS software. The reliability analysis method was used to measure the KMO value of each variable and Bart sphere test analysis, factor score, correlation analysis and regression analysis. Found that counterfeit luxury buyers have loyalty to the brand. The variables of the core theory of brand premium include brand awareness, perceived value, perceived quality and brand association, which have an impact on brand loyalty from the perspective of counterfeit consumers, and the most significant factor is perceived social value. The second is brand association, brand awareness and, finally, perceived physical quality, which shows that fake consumers attract them to buy because of the rich value driven by the brand value of luxury goods. But the perceived value does not reach the level of willing to pay a premium, or the process of buying the process of influence variables made consumers choose to consume counterfeit goods, but their deep affection for the brand is the existence of loyalty.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.56;F723

【参考文献】