臺灣博碩士論文加值系統

世界海關組織估計，仿冒產品占全球商品交易的5%-7%，等同品牌損失5120億美元，且貿易收益逐年上升。仿冒造成嚴重的經濟問題。社會中合法廠商產生危害，仿冒帶來龐大的經濟利益，相對低的風險與輕罪，所伴隨來的是毒品、武器與人口的販賣。惟有降低消費者對於仿冒品購買意圖，才是杜絕仿冒的根本。有鑑於此，本研究以計畫行為理論為基礎，探討消費者對仿冒品之態度，進而影響購買意圖各變數間相互影響及所產生的研究結果。研究對象為一般消費者，研究問卷總共發放360份，有效問卷則回收347份，問卷回收率為96%。
研究的結果顯示，規範敏感度、訊息敏感度、個人滿足感、品牌意識、品牌聲譽與消費者對仿冒品態度之間為負向關係，價值意識與消費者對仿冒品態度間為正向關係，更進一步發現，消費者對仿冒品態度與各變數及購買意圖間具有中介效果。對此項結果，提出對學術界與實務界之建議，期盼可為學術界與實務界提供具價值性之貢獻及參考。

World Customs Organization estimates that counterfeit products for 5%-7% of global merchandise trade. Equivalent to the brand loss of 512 billion dollars. And the counterfeit products of global merchandise trade income increased year by year. Counterfeits make serious economic problems. Counterfeits harm legal firm and bring huge economic benefits, relatively low risk and crime. It came with the drug, arms and people trafficking. It can only reduce consumer purchase intentions for counterfeit goods to prevent counterfeiting. This study is based on the theory of planned behavior to explore consumer attitudes toward counterfeit goods, thereby affecting purchase intentions, and interactions between the variables produced results. The samples of this research were collected from the normal consumers. 360 research questionnaires were spread out, and the valid samples are 347 (96%).
Results of the study showed that normative susceptibility, information susceptibility, personal gratification, brand consciousness, brand reputation and consumer attitude towards counterfeit goods among the negative relationship. value consciousness and consumer attitudes toward counterfeit goods is a positive relationship. The study found that counterfeit goods consumer attitudes between purchase intentions and the variables have mediating effect. In conclusion, this research provides several suggestions for management and academic research.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與目的．．．．．．．．．．．． 1
　　第二節　　研究範圍與對象．．．．．．．．．．．． 4
第三節 研究流程．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．． 7
　　第一節　　仿冒定義與種類．．．．．．．．．．．． 7
　　第二節　　計畫行為理論．．．．．．．．．．．．． 11
　　第三節 社會影響．．．．．．．．．．．．．．． 16
第四節 個性因素．．．．．．．．．．．．．．． 20
第五節 品牌因素．．．．．．．．．．．．．．． 23
第六節 態度．．．．．．．．．．．．．．．．． 29
第七節 購買意圖．．．．．．．．．．．．．．． 32
第三章 研究方法．．．．．．．．．．．．．．．．． 34
　　第一節　　研究架構．．．．．．．．．．．．．．． 34
　　第二節　　研究假設．．．．．．．．．．．．．．． 35
第三節 研究變數定義與衡量．．．．．．．．．． 41
第四節 樣本與資料蒐集．．．．．．．．．．．． 50
第四章 研究結果與分析．．．．．．．．．．．．．． 52
第一節 樣本結構分析．．．．．．．．．．．．． 52

第二節 信度與效度分析．．．．．．．．．．．．
55
第三節 相關分析．．．．．．．．．．．．．．． 57
第四節 迴歸分析．．．．．．．．．．．．．．． 60
第五節 人口統計變數之差異性分析．．．．．．． 68
第五章　　結論．．．．．．．．．．．．．．．．．．． 81
　　第一節　　研究結論．．．．．．．．．．．．．．． 81
　　第二節　　建議與未來研究方向．．．．．．．．．． 84
參考文獻 ．．．．．．．．．．．．．．．．．．．．． 88
附錄　　 研究問卷．．．．．．．．．．．．．．．．． 109

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