臺灣博碩士論文加值系統

根據國際智慧財產權聯盟（International Intellectual Property Alliance；簡稱IIPA）2005年度美國特別三○一建議名單（Special 301）中針對智慧財產權保護，列舉全球六十七個國家或地區，去年2004因仿冒和盜版造成美國企業損失總計達到一百三十四億美元。其中以亞太地區是盜版造成經濟損失最大的區域。
許多的研究指出，個人的消費道德信念與行為深受到所處的社會或國家文化特質的影響。文化的概念，認為個人來自不同的成長背景，接觸到不同的風俗民情、傳統與宗教信仰，這些因素提供給個人不同的學習環境與經歷，使個人在倫理標準、信念與行為上，有著明顯的不同。因此，引發探討對於集體主義、消費道德信念、購買仿冒品行為與地區文化特性之間的關係。
本研究以中國大陸、台灣、美加與港澳四個地區的華人為樣本。並採用Hofstede之國家文化特質構面之一，集體主義為主要華人的基本行為參考。探討以下幾點：一、不同地區的華人，其集體主義特質會有所差異，二、不同地區的華人，其消費倫理信念會有所差異，三、集體主義影響其消費倫理信念會受消費者所處地區的國家文化特質不同而有所差異，四、消費倫理信念影響購買仿冒品行為為因不同地區之國家文化特質不同而有所差異。
研究結果顯示，台灣、中國大陸、美加與港澳四個地區的華人對「集體主義特質」與「消費倫理信念」皆有顯著差異。中國大陸集體主義特質較高於台灣、美加與港澳三個地區；中國大陸消費倫理信念較低於台灣、美加與港澳三個地區。此結果可用來說明地區的文化特質是會影響華人本身的集體主義特質；亦說明消費者的倫理信念，會受到國家文化的不同而有所影響進而影響購買仿冒品行為。

According to the American special 301 list of International Intellectual Property Alliance (IIPA), it enumerated 67 countries or areas which caused the total loss of 13 billion and 400 million USD for American companies by illegally faking and literary piracy. Especially Asia Pacific area caused the most economic damage.
Many researches show that the consumer ethical beliefs and behaviors deeply influenced by the local society and culture trait. The concept of culture defines that the different personal background, custom, tradition and religion provide individuals their own learning environment and experience which lead to different personal ethical beliefs and behaviors. Because of these reasons, the relation between the collectivism orientation, consumer ethical beliefs, consuming counterfeit product behaviors and the regional culture specialities started to be discussed.
This research takes the sample of Chinese from Taiwan, Mainland China, North America, Hong Kong and Macao. This study is besed on Chinese basic behavior pattern as an example of collectivism and Hofstede's "National Cultural Characteristics" for the following hypothesis: (1) Chinese from different areas with different characteristics of collectivism; (2) The disparate consumer ethical beliefs occur to different Chinese of regions; (3) The influence of consumer ethical beliefs by collectivism depend on the diversities in national cultural characteristics; (4) The diversities in national cultural characteristics show different behaviors of consuming counterfeit product behaviors goods which influenced by consumer ethical beliefs.
The empirical results indicated that Chinese from Taiwan, Mainland China, North America, Hong Kong, and Macao has singificant effects on collectivism orientation and consumer ethical belief. Collectivism orientation of Mainland China has higher than Taiwan, North America, Hong Kong, and Macao. Consumer ethical belief of Mainland China has lower than Taiwan, North America, Hong Kong, and Macao. The results indicated that national cultural characteristics effects collectivism orientation and consumer ethical belief of Chinese, further effects consuming counterfeit product behaviors of Chinese.

摘要 ii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第三節 研究範圍與對象 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 集體主義 7
第二節 消費倫理信念 13
第三節 集體主義與消費倫理信念之關係 19
第四節 消費倫理信念與購買仿冒品行為之關係 21
第三章 研究方法 25
第一節 研究假說 25
第二節 研究設計 26
第三節 資料收集 27
第四節 資料分析方法 28
第四章 實證分析結果 30
第一節 樣本描述 30
第二節 因素與信度分析 31
第三節 研究檢定 37
第五章 結論與建議 47
第一節 研究結論 47
第二節 行銷建議 50
第三節 研究限制 53
第四節 後續研究建議 54
參考文獻 56
附錄 問卷 66
附錄A 72
附錄B 78

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