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研究生:秦嘉志
研究生(外文):Jia-Zhi Chin
論文名稱:消費價值與消費者涉入對仿冒品購買行為影響之研究—以名牌服飾為例
論文名稱(外文):The Impact of Consumption Values and Consumer Involvement on Counterfeit Product Purchasing Behavior—An Example of Quality Clothes Counterfeit.
指導教授:林隆儀林隆儀引用關係
指導教授(外文):Long-Yi Lin
學位類別:碩士
校院名稱:真理大學
系所名稱:管理科學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:88
中文關鍵詞:消費者行為消費價值消費者涉入仿冒品
外文關鍵詞:Consumer BehaviorConsumption ValueConsumer InvolvementCounterfeit
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本研究旨在探討消費價值與消費者涉入對仿冒品購買行為的影響,採用便利抽樣法,樣本取自台北都會區的消費者。為了確保資料來源的正確性,本研究採用人員訪問法,共發出400份問卷,蒐集到有效樣本387份,有效問卷回收率為96.75%。本研究以迴歸分析法驗證研究假說。研究結果發現,(1)消費價值中的功能價值和社會價值對仿冒品購買行為有正向的影響。(2)消費者涉入中的產品重要性、產品愉悅性和產品象徵性對仿冒品購買行為有正向的影響。(3)誤購可能性對仿冒品購買行為有負向的影響。(4)消費價值對消費者涉入有正向的影響。
This research mainly aims to investigate the influences of consumption values and consumer involvement on counterfeit product purchasing behavior, the subject is the consumer in Taipei area and by using accidental sampling. In order to guarantee the exactness of the materials source, we adopt face-to-face convenience interviews.400 questionnaire were distributed and 387 effective was collected, the effective rate of recovery of questionnaire is 96.75%.This study verify the hypothesis by regression analysis. In the results, (1)Functional value and social value has positive influence on counterfeit product purchasing behavior. (2)Importance、pleasure and sign has positive influence on counterfeit product purchasing behavior.(3)Risk probability has negative influence on counterfeit product purchasing behavior.(4)Consumption values has positive influence on consumer involvement.
目錄
目錄……………………………………………………………………Ⅰ
表目錄………………………………………………………………Ⅲ
圖目錄……………………………………………………………Ⅴ
第壹章 續論…………………………………………………..……...1
第一節 研究背景與問題……………………………………………...……...1
第二節 研究動機與目的..........................................................………............5
第貳章 文獻探討………………………………………………..…...7
第一節 仿冒品購買行為……………………………………………...……...7
第二節 消費價值……………………………………………...……….........13
第三節 消費者涉入…………………………………………….……….......24
第四節 文獻探討總結………………………………………………...….....33
第參章 研究方法………………………………………………..….37
第一節 觀念性架構………………………………………...……………….37
第二節 研究假說…………………………………………...……….............39
第三節 變數操作性定義與衡量…………………………...………….........42
第四節 問卷設計…………………………………………...……….............45
第五節 抽樣設計…………………………………………...……….............49
第六節 資料蒐集方法………………………………………........................49
第七節 資料分析方法………………………………………...…….............51
第肆章 資料分析……………………………………..…………….53
第一節 樣本描述………………………………………………...………….53
第二節 信度與效度檢定………………………………………...….............54
第三節 平均數差異檢定………………………………..………..................59
第四節 相關分析…………………………………….……….......................62
第五節 常態性檢定………………………………………………................63
第六節 齊一性檢定………………………………………………...……….64
第七節 假說驗證與討論……………………….............………...................64
第伍章 結論與建議………………………………………..……….71
第一節 研究結論………………………………………………...………….71
第二節 管理意涵…………………………………….......……….................73
第三節 研究限制與建議………………………………...……….................74
參考文獻……………………………………………………………...…..........78
中文部分…………………………………………………………...…………..78
英文部分……………………………………………………………...………..78
附錄:問卷……………………………………………………………………..85






表 目 錄
表1-1 2004年特別301名單……………………………………………...……..2
表1-2 1999年-2003年台灣盜版損失與比例調查…………………...………3
表1-3 盜版、仿冒犯罪行為分類表…………………………………………….4
表2-1 Holbrook的消費價值分類………………………………………...…...18
表2-2 涉入的定義………………………………………………………...…..26
表2-3 涉入構面回顧…………………………………………...………..……31
表2-3 涉入構面回顧(續)……………………………………………….……32
表3-1 仿冒品購買行為衡量問項……………………………...……..………46
表3-2 消費價值的衡量問項……………………………………….....………47
表3-3 消費者涉入的衡量問項……………………………………...………..48
表3-4 前測信度………………………………………………………...……..50
表4-1 樣本描述………………………..……………………………….……..53
表4-1 樣本描述(續)………………………………..…………………….…..54
表4-2 信度分析…………………………………………………………...…..55
表4-2 信度分析(續)…………………………………………………...……..56
表4-3 內在效度分析……………………………………………………...…...57
表4-4 建構效度分析……………………………………………………...…...58
表4-4 建構效度分析(續)……………………………………………...……...59
表4-5 性別平均數差異檢定…………………………………………...……...60
表4-6 消費者年齡對仿冒品購買行為單因子變異數分析…………...……...60
表4-7 消費者學歷對仿冒品購買行為單因子變異數分析…………...……...61
表4-8 消費者職業對仿冒品購買行為單因子變異數分析……………...…...61
表4-9 消費者所得對仿冒品購買行為單因子變異數分析……………...…...62
表4-10 自變數各構面之Pearson相關係數矩陣………………………...……63
表4-11 常態分配檢定…………………………………………………...….....63
表4-12 齊一性檢定……………………………………………………............64
表4-13 消費價值對仿冒品購買行為之迴歸分析……………………...…….66
表4-14 消費者涉入對仿冒品購買行為之迴歸分析…………………...…….67
表4-15 消費價值對消費者涉入之迴歸分析…………………………...…….68
表5-1 本研究假說與研究結果對照表…………………………………...…...72









圖 目 錄
圖2-1 Howard消費者購買行為模型………………………………………....…8
圖2-2 EKB消費者購買行為模型……………………………..………..…...….9
圖2-3 軟體盜版行為模式………………………………………………...…..11
圖2-4 社會及消費者個人特質對消費者盜版態度的影響……………...…..11
圖2-5 議題-風險-判斷(issue-risk-judgment)道德決策模型…………...……12
圖2-6 影響消費者選擇的五種價值……………………………………...…..19
圖3-1 觀念性架構………………………………………………………...…..38
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