知情购假：诱惑与排斥视角下的研究
发布时间：2018-07-28 07:11
【摘要】：假冒被称为21世纪的灾难(全球反假冒联盟,2008)。中国则被认为是世界上制假贩假最严重的地区之一(Dboson,2000)。由于假品贸易的非法性,交易往往是隐蔽进行的,造成很难获得准确的假品贸易数据,因而对假品贸易的具体金额有不同的判断。大部分经济组织估计世界贸易总量的5%-7%为假品贸易(国际反假联盟,2005；国际知识产权组织,2003；世界关税组织,2004：经济合作与发展组织,2007；国际商会,2007)。从学术研究的角度看,西文学术界对假冒问题的研究文献已从早期仅从供应方角度的解释转向对需求方的分析,一些学者甚至断言导致假冒现象存在和快速发展的首要原因在于消费者对假冒商品的需求(Gentry et al.,2001)。中国学者对假冒问题的研究重点仍集中在从供应方角度分析假冒伪劣现象存在的原因、危害及治理对策上；大多数研究将消费者购假行为视作非知情购假行为,对消费者的知情购假行为研究较少。比较而言,中国学者对假冒问题的研究多集中在现象分析上,侧重描述性分析和理论性分析,实证研究较少,缺乏从消费者角度研究购假行为的理论成果。因此,中国对假品研究的现状与现实需要之间存在较大落差。 伴随着中国市场经济的发展,经济组织的集中度得到逐步提高,消费者具备了更丰富的消费经验,消费者的购假行为中知情购假的数量和比例正逐步提高。众多学者认为,正是由于需求的存在,为造假者提供了动力,如果对假品的需求得不到抑制,即使企业和政府严格控制假品的供给,造假者总有能力发现新的供应渠道向消费者提供假品(Alber-Miller,1999)。因此,本文将研究对象集中于消费者的知情购假行为。具体研究思路如下： (1)确定研究对象和范围。本研究针对中国消费者特别是在校大学生的知情购假行为。(2)明确研究目的。本研究旨在探讨这类行为背后的影响因素及其作用路径。(3)构建理论模型。本研究从大学生消费者在知情购假时既面临“诱惑”,又有内心“排斥”两种心理过程的冲突入手,试图以这两个变量作为核心变量,围绕其前因后果的概念提取和概念界定,分析这些因素之间的相互关系和作用路径,并构建既能高度描述知情购假行为过程又能解释其前因、路径的理论模型。(4)情景假设。本研究选择大学生比较熟悉的耐克休闲鞋(品牌影响力较大)和特步休闲鞋(品牌影响力相对较小)作为情境假设中的选购对象。为验证合法性压力的影响作用,作出如下情景假设：“国家出台一部新的法律,规定凡是购买或携带假冒商品者,无论其是否事先知晓所购商品为假冒品,一经发现,即将没收假冒品并处以真品价格1-2倍的罚款。”由此形成2(品牌影响力大/小)×2(合法性压力大/小)共4种情景设计。(5)实证分析。根据设计的量表,对不同情景下的消费者所感知的假品诱惑力、假品排斥倾向及其知情购假意愿进行问卷调查,通过回收的问卷进行实证分析,验证相关假设。(6)依据分析结论提出降低消费者知情购假意愿的治理措施。 经研究,本文主要结论如下：(1)消费者的知情购假意愿受到一正一反两股力量的影响。对消费者知情购假意愿起到正向作用的是假品诱惑力,即消费者在特定情境下面临假品时所感知到的假品吸引力。对消费者购假意愿起负向作用的是假品排斥倾向,即消费者拒绝假品的态度倾向。(2)假品与真品的价格差、品牌影响力、感知替代性、面子意识会正向地影响消费者所感知的假品诱惑力。感知风险会负向地影响消费者所感知的假品诱惑力。(3)面子意识、感知风险、合法性压力会正向的影响消费者的假品排斥倾向。假品与真品的价格差会负向的影响消费者的假品排斥倾向。(4)面子意识包括了两个维度,“想要面子”和“怕丢面子”。越想要面子的消费者,当其没有真品的购买能力时,假品对他(她)的吸引力越大。越怕丢面子的消费者,因害怕使用假品而被他人识破,对假品的排斥倾向越强。因此,面子意识既正向地影响假品诱惑力,又正向地影响假品排斥倾向。(5)目前消费者普遍存在购买假品的无过错认知。由于没有针对消费者购假用假的相关处罚规定,因此消费者普遍不认为购假用假是违法行为。甚至当本研究在情景假设中,提出国家要针对消费者的购假用假行为出台相应的处罚措施后,被访者出现了明显的对该虚拟处罚规定的抵触情绪。 笔者认为,论文的创新主要表现在以下几个方面： (1)本研究发现,对于非正常的消费行为,或对消费者有较大风险的一些有害需求,例如知情购假、上网成瘾、酗酒等,消费者均可能在面临诱惑的同时,对这些需求产生或强或弱的排斥倾向。而消费者的最终行为意向是在这两股力量共同作用下的结果。因此,类似行为均可以运用“诱惑”、“排斥”框架对其消费意愿展开研究。 (2)本研究提出并界定了“假品诱惑力”的概念。将“假品诱惑力”构念分解为两个维度：精神诱惑和物质诱惑。开发并验证了“假品诱惑力”量表。该量表的开发成功,可为其它有害需求诱惑力量表的开发提供借鉴意义 (3)本研究通过情境假设的方法,假定国家出台了针对消费者知情购假行为的处罚措施。验证了相关处罚规定会显著提高消费者在知情购假时的合法性压力,从而增加消费者对假品的排斥倾向,并将能够降低消费者的知情购假意愿。具有理论上的认知作用和实践中的指导作用。 (4)本研究发现,消费者的知情购假行为在所有购假行为中的比例呈上升趋势,而在知情购假的情形下,正是由于需求的存在催生了假品交易。因此,如何降低消费者对假品的需求成为治假的根治之术。基于本研究的实证结论,作者从政府、企业、消费者三方面提出了降低消费者知情购假意愿的相关措施。 本文的研究局限表现在三个方面。一是调研产品是大学生熟悉的知名品牌休闲鞋,这与购买假冒奢侈品等炫耀性消费行为可能存在区别；二是本研究采用了情景模拟法,虽然情景设计都基于访谈和预调研,但仍然无法百分之百地保证场景的合理性,相比于使用实物和利用一个实际控制的场景进行实验来说,还是不可避免地会带有一些局限性；三是研究者在问敏感性的问题(例如,性)、避讳的问题(例如,自杀、同性恋等)时,所得到不是拒答,就是规范性的答案,规范性的答案就是合乎社会规范的答案。知情购假亦属于此类敏感性问题,因此,被访者在回答问题时,可能会考虑“社会怎么看这个问题”,而不是“自己认为是怎样”,从而造成调查结果出现“社会期待偏差”,进而影响问卷的效度。
[Abstract]:The counterfeit is called the twenty-first Century disaster (the global anti counterfeiting alliance, 2008). China is considered one of the most serious areas of counterfeiting and trafficking in the world (Dboson, 2000). Because of the illicit trade in counterfeit goods, transactions are often concealed and make it difficult to obtain accurate counterfeit trade data, so the specific amount of the counterfeit trade is different. Judgment. Most of the economic organizations estimate the 5%-7% of world trade volume as fake trade (international anti fake alliance, 2005; International Intellectual Property Organization, 2003; World Customs Organization, 2004: economic cooperation and development organization, 2007; International Chamber of Commerce, 2007). From the perspective of academic research, the research literature on counterfeit issues in western academia has been from the early stage. Only from the interpretation of the supply side to the analysis of the demand side, some scholars even assert that the primary reason for the existence and rapid development of counterfeit phenomena is the demand for counterfeit goods by consumers (Gentry et al., 2001). Chinese scholars' focus on the study of counterfeit issues is still concentrated on the analysis of counterfeit and shoddy phenomena from the supply side. Most of the studies regard consumer fake behavior as uninformed buying behavior and less research on consumers' informed buying behavior. In comparison, Chinese scholars focus on the phenomenon analysis, focusing on descriptive analysis and theoretical analysis, less empirical research and lack of elimination. Therefore, there is a big gap between China's research on counterfeit products and its actual needs.
With the development of China's market economy, the concentration of economic organizations has been gradually improved, and consumers have more rich experience in consumption. The number and proportion of informed buying and buying of consumers are gradually increasing. Many scholars believe that it is the existence of demand that provides the motivation for the counterfeiters, if the demand for fake products is obtained. No inhibition, even if the enterprises and the government strictly control the supply of fake products, the counterfeiters have the ability to find new supply channels to provide fake products to consumers (Alber-Miller, 1999). Therefore, this article focuses on the consumer's informed purchase of fake behavior. The concrete research ideas are as follows:
(1) to determine the object and scope of the study. This study aims at the informed purchase of fake behavior of Chinese consumers, especially college students. (2) the purpose of this study. The purpose of this study is to explore the influencing factors and the path of action behind this kind of behavior. (3) to build a theoretical model. Starting with the conflict of the two psychological processes, the two variables are taken as the core variables, and the concepts and concepts are extracted and defined, the relationship and the path of action between these factors are analyzed, and the theoretical model of the process and the path can be described in a high degree of description. (4) scenario hypothesis. This study chooses Nike casual shoes (brand influence) and XTEP casual shoes (relatively small brand influence) as selected objects in situational assumptions. In order to verify the effect of legal pressure, a new law is issued by the state. Or carrying counterfeit goods, whether or not they know the goods purchased in advance as counterfeit, once found, forfeiture forfeiture is forthcoming with a fine of 1-2 times the real price. "Thus, the formation of 2 (brand influence / small) x 2 (legal pressure / small) a total of 4 scenarios. (5) empirical analysis. According to the design scale, the elimination of different scenarios A questionnaire survey was conducted on the false temptation of fake products, false rejection tendency and the intention of informed purchase, and the relevant hypotheses were verified by the reclaimed questionnaire. (6) according to the analysis conclusion, the measures to reduce consumers' willingness to buy false information were put forward.
The main conclusions of this paper are as follows: (1) the consumers' willingness to buy false purchase is affected by one positive and negative two forces. It is the tendency of fake rejection, that is, the attitude tendency of consumers to refuse fake products. (2) the price difference between fake and real goods, brand influence, perception substitution, face awareness will affect the false temptation perceived by consumers. Perceived risk will negatively affect the false temptation perceived by consumers. (3) face consciousness, perceived risk, legality. The pressure will positively affect the consumer's false rejection tendency. The price difference between the fake and the real product will negatively affect the consumer's false rejection tendency. (4) the face consciousness includes two dimensions, "want face" and "fear of losing face". The more the consumers who want face, the more attractive they are when they do not have the ability to buy the real goods, the fake is attractive to him or her. The greater the power. The consumers who are afraid of losing face are more likely to be rejected by others for fear of using fake products, and the stronger the rejection tendency of fake products. Therefore, the face consciousness has a positive influence on the temptation of fake products and the tendency of false rejection. (5) there is no fault cognition for consumers to buy fake products. As a result, consumers generally do not think it is illegal to buy fake fake. Even when this study is in the scenario hypothesis, it is suggested that the state should put out the corresponding punishment measures for the fake behavior of the consumer, and the interviewees have appeared the obvious resistance to the virtual punishment regulation.
The author believes that the innovation of the paper is mainly manifested in the following aspects:
(1) this study found that consumers may have a tendency to reject these demands, such as abnormal consumer behavior, or some harmful needs for consumers, such as informed purchase, Internet addiction, alcoholism and so on. The consumer's ultimate behavioral intention is to work together in the two forces. Therefore, similar behaviors can be studied by using the "SEDUCTION" and "exclusion" framework.
(2) this study proposed and defined the concept of "fake temptation". The "fake temptation" was divided into two dimensions: Spiritual temptation and material temptation. The "fake temptation" scale was developed and verified. The development of this scale can provide reference for the development of other harmful demand lure scale.
(3) through the method of situational hypothesis, this study assumes that the state has promulgated the punishment measures for consumers' informed purchase of false behavior. It is verified that the relevant penalties will significantly increase the legal pressure of consumers in the case of informed purchase, thus increasing the consumer's tendency to exclude counterfeit goods, and will be able to reduce consumers' willingness to buy false information. The cognitive function in theory and the guiding function in practice.
(4) this study found that the proportion of consumers' informed purchase false behavior increased in the proportion of all false purchase behavior, and in the case of informed purchase, it was the existence of demand that gave birth to fake goods. Therefore, how to reduce consumer demand for fake products is the root treatment of counterfeit. Based on the empirical conclusion of this study, the author from the government, Enterprises and consumers put forward three measures to reduce consumers' willingness to purchase information.
The research limitations of this paper are shown in three aspects. One is that research products are well-known brand leisure shoes of college students, which may be different from the purchase of fake luxury goods such as fake luxury goods. The two is that the situation simulation method is used in this study, although the scene design is based on interviews and pre investigation, but it still cannot be guaranteed by one hundred percent. The rationality of the scene, compared to the use of physical objects and the use of a real controlled scene to experiment, still inevitably carries some limitations; three is the researchers in the question of sensitivity (such as sex), the question of Taboo (such as suicide, homosexuality, etc.), is not rejected, is a normative answer, normative The answer is the answer to social norms. Informed purchase is also a kind of sensitivity problem. Therefore, the respondent may consider "how the society looks at this problem" rather than "how do you think it is" in answering the question, resulting in the result of the "social expectation deviation", which will affect the validity of the questionnaire.
【学位授予单位】：西南财经大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F713.55
本文编号：2149307
[Abstract]:The counterfeit is called the twenty-first Century disaster (the global anti counterfeiting alliance, 2008). China is considered one of the most serious areas of counterfeiting and trafficking in the world (Dboson, 2000). Because of the illicit trade in counterfeit goods, transactions are often concealed and make it difficult to obtain accurate counterfeit trade data, so the specific amount of the counterfeit trade is different. Judgment. Most of the economic organizations estimate the 5%-7% of world trade volume as fake trade (international anti fake alliance, 2005; International Intellectual Property Organization, 2003; World Customs Organization, 2004: economic cooperation and development organization, 2007; International Chamber of Commerce, 2007). From the perspective of academic research, the research literature on counterfeit issues in western academia has been from the early stage. Only from the interpretation of the supply side to the analysis of the demand side, some scholars even assert that the primary reason for the existence and rapid development of counterfeit phenomena is the demand for counterfeit goods by consumers (Gentry et al., 2001). Chinese scholars' focus on the study of counterfeit issues is still concentrated on the analysis of counterfeit and shoddy phenomena from the supply side. Most of the studies regard consumer fake behavior as uninformed buying behavior and less research on consumers' informed buying behavior. In comparison, Chinese scholars focus on the phenomenon analysis, focusing on descriptive analysis and theoretical analysis, less empirical research and lack of elimination. Therefore, there is a big gap between China's research on counterfeit products and its actual needs.
With the development of China's market economy, the concentration of economic organizations has been gradually improved, and consumers have more rich experience in consumption. The number and proportion of informed buying and buying of consumers are gradually increasing. Many scholars believe that it is the existence of demand that provides the motivation for the counterfeiters, if the demand for fake products is obtained. No inhibition, even if the enterprises and the government strictly control the supply of fake products, the counterfeiters have the ability to find new supply channels to provide fake products to consumers (Alber-Miller, 1999). Therefore, this article focuses on the consumer's informed purchase of fake behavior. The concrete research ideas are as follows:
(1) to determine the object and scope of the study. This study aims at the informed purchase of fake behavior of Chinese consumers, especially college students. (2) the purpose of this study. The purpose of this study is to explore the influencing factors and the path of action behind this kind of behavior. (3) to build a theoretical model. Starting with the conflict of the two psychological processes, the two variables are taken as the core variables, and the concepts and concepts are extracted and defined, the relationship and the path of action between these factors are analyzed, and the theoretical model of the process and the path can be described in a high degree of description. (4) scenario hypothesis. This study chooses Nike casual shoes (brand influence) and XTEP casual shoes (relatively small brand influence) as selected objects in situational assumptions. In order to verify the effect of legal pressure, a new law is issued by the state. Or carrying counterfeit goods, whether or not they know the goods purchased in advance as counterfeit, once found, forfeiture forfeiture is forthcoming with a fine of 1-2 times the real price. "Thus, the formation of 2 (brand influence / small) x 2 (legal pressure / small) a total of 4 scenarios. (5) empirical analysis. According to the design scale, the elimination of different scenarios A questionnaire survey was conducted on the false temptation of fake products, false rejection tendency and the intention of informed purchase, and the relevant hypotheses were verified by the reclaimed questionnaire. (6) according to the analysis conclusion, the measures to reduce consumers' willingness to buy false information were put forward.
The main conclusions of this paper are as follows: (1) the consumers' willingness to buy false purchase is affected by one positive and negative two forces. It is the tendency of fake rejection, that is, the attitude tendency of consumers to refuse fake products. (2) the price difference between fake and real goods, brand influence, perception substitution, face awareness will affect the false temptation perceived by consumers. Perceived risk will negatively affect the false temptation perceived by consumers. (3) face consciousness, perceived risk, legality. The pressure will positively affect the consumer's false rejection tendency. The price difference between the fake and the real product will negatively affect the consumer's false rejection tendency. (4) the face consciousness includes two dimensions, "want face" and "fear of losing face". The more the consumers who want face, the more attractive they are when they do not have the ability to buy the real goods, the fake is attractive to him or her. The greater the power. The consumers who are afraid of losing face are more likely to be rejected by others for fear of using fake products, and the stronger the rejection tendency of fake products. Therefore, the face consciousness has a positive influence on the temptation of fake products and the tendency of false rejection. (5) there is no fault cognition for consumers to buy fake products. As a result, consumers generally do not think it is illegal to buy fake fake. Even when this study is in the scenario hypothesis, it is suggested that the state should put out the corresponding punishment measures for the fake behavior of the consumer, and the interviewees have appeared the obvious resistance to the virtual punishment regulation.
The author believes that the innovation of the paper is mainly manifested in the following aspects:
(1) this study found that consumers may have a tendency to reject these demands, such as abnormal consumer behavior, or some harmful needs for consumers, such as informed purchase, Internet addiction, alcoholism and so on. The consumer's ultimate behavioral intention is to work together in the two forces. Therefore, similar behaviors can be studied by using the "SEDUCTION" and "exclusion" framework.
(2) this study proposed and defined the concept of "fake temptation". The "fake temptation" was divided into two dimensions: Spiritual temptation and material temptation. The "fake temptation" scale was developed and verified. The development of this scale can provide reference for the development of other harmful demand lure scale.
(3) through the method of situational hypothesis, this study assumes that the state has promulgated the punishment measures for consumers' informed purchase of false behavior. It is verified that the relevant penalties will significantly increase the legal pressure of consumers in the case of informed purchase, thus increasing the consumer's tendency to exclude counterfeit goods, and will be able to reduce consumers' willingness to buy false information. The cognitive function in theory and the guiding function in practice.
(4) this study found that the proportion of consumers' informed purchase false behavior increased in the proportion of all false purchase behavior, and in the case of informed purchase, it was the existence of demand that gave birth to fake goods. Therefore, how to reduce consumer demand for fake products is the root treatment of counterfeit. Based on the empirical conclusion of this study, the author from the government, Enterprises and consumers put forward three measures to reduce consumers' willingness to purchase information.
The research limitations of this paper are shown in three aspects. One is that research products are well-known brand leisure shoes of college students, which may be different from the purchase of fake luxury goods such as fake luxury goods. The two is that the situation simulation method is used in this study, although the scene design is based on interviews and pre investigation, but it still cannot be guaranteed by one hundred percent. The rationality of the scene, compared to the use of physical objects and the use of a real controlled scene to experiment, still inevitably carries some limitations; three is the researchers in the question of sensitivity (such as sex), the question of Taboo (such as suicide, homosexuality, etc.), is not rejected, is a normative answer, normative The answer is the answer to social norms. Informed purchase is also a kind of sensitivity problem. Therefore, the respondent may consider "how the society looks at this problem" rather than "how do you think it is" in answering the question, resulting in the result of the "social expectation deviation", which will affect the validity of the questionnaire.
【学位授予单位】：西南财经大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F713.55
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