时尚仿冒品购买行为：人格特征和购买经验的作用

发布时间：2018-11-11 18:21

【摘要】： 范围和数量都日益扩大的仿冒品已经成为全球化过程中最为棘手的问题之一。假冒名牌不仅侵犯了知识产权法,同时也给个人消费者,企业的利益以及政府社会福利带来了负面的影响。尤其是中国,作为假货的主要来源国之一,政府逐渐开始意识到在现阶段,从传统经济向知识经济转型的过程中,知识产权在鼓励创新和发展方面发挥着极为重要的作用。在大量研读知识产权法和市场营销相关文献的基础上,我们进行了此项以受过高等教育的年轻中国消费者为研究对象,通过考察他们对于假冒名牌时尚和奢侈品的态度和消费行为,为品牌的合法持有者提供有效的营销策略,来回击假冒名牌服饰的负面影响。我们通过问卷调查的方式来收集数据,在就读于国内外大学或研究机构的中国研究生中随机取样。调查问卷共包括七个部分,涉及:以往消费经验,自我监控能力,物质主义价值观,风险认知,对时尚仿冒品现象的态度,购买意愿以及个人资料。本研究利用主成分分析,相关性分析和多元回归等实证研究方法得出结果。回收的49位被访者的问卷统计证明包括自我监控,物质主义价值观和风险认知在内的人格特征,与对待时尚仿冒现象的态度及购买倾向是相关的。除了个体心理和人口特征与态度或意愿之间存在相关或因果关系之外,我们还发现以往关于仿冒品的消费经验对未来的购买意愿有着显著的影响。基于实证研究结果和阐述,我们建议合法的时尚设计企业以广告为工具,根据不同的人格特征设计不同的广告诉求,使消费者都相信只有真品才是令人向往,独一无二,无风险的,也只有真品才能恰当地传达消费者所要树立的个人形象。进一步,引入价格适中的副牌产品线也会成为一项有效的策略,促使青年消费者自一开始就与品牌有亲密的接触,并远离假货的吸引。最后,我们认为从长远的角度看,合法企业应该和执法机构合作,致力于公民知识产权方面的教育,使他们都认识到知识产权的重要意义,清楚地了解到购买假冒品牌产品本身也是一种不合法,不道德,有悖社会期望的行为。当然,继续打击仿冒品制造分销网络会有助于当局强化知识产权法的执法力度。
[Abstract]:The growing range and quantity of counterfeit goods has become one of the thorniest problems in the globalization process. Counterfeiting brand not only infringes intellectual property law, but also brings negative influence to individual consumers, enterprises and government social welfare. Especially in China, as one of the main countries of origin of counterfeit goods, the government gradually began to realize that intellectual property plays an extremely important role in encouraging innovation and development in the process of transition from traditional economy to knowledge economy. On the basis of a large number of studies on intellectual property law and marketing literature, we have conducted this research on young Chinese consumers with higher education. Through investigating their attitude and consumption behavior to fake famous brand fashion and luxury goods, this paper provides effective marketing strategy for the legal holders of brand to counter the negative influence of fake brand clothing. We collected data by questionnaire and randomly sampled the data from Chinese graduate students studying at universities or research institutions at home and abroad. The questionnaire consists of seven parts: past consumption experience, self-monitoring ability, materialistic values, risk perception, attitude to the phenomenon of fashion counterfeiting, willingness to buy and personal data. This study uses principal component analysis, correlation analysis and multiple regression to obtain the results. The questionnaires collected from 49 respondents showed that personality traits, including self-monitoring, materialistic values and risk perceptions, were associated with attitudes to fashion counterfeiting and purchasing tendencies. In addition to the correlation or causality between individual psychology and demographic characteristics and attitude or willingness, we also find that the previous experience of counterfeit goods consumption has a significant impact on the future purchase intention. Based on the empirical research results and exposition, we suggest that legitimate fashion design enterprises should use advertising as a tool and design different advertising demands according to different personality characteristics, so that consumers can believe that only genuine products are desirable and unique. Risk-free, only genuine products can properly convey the consumer to establish the personal image. Further, the introduction of affordable sub-brand lines will be an effective strategy for young consumers to engage closely with brands from the start and to stay away from fakes. Finally, we believe that, in the long run, legitimate enterprises should work with law enforcement agencies to educate citizens about intellectual property and make them all aware of the importance of intellectual property. It is clear that buying counterfeit brand products is illegal, immoral and contrary to social expectations. Of course, continuing to crack down on counterfeit distribution networks will help strengthen enforcement of intellectual property laws.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274

【共引文献】