臺灣博碩士論文加值系統

隨著全球化的程度提高，仿冒品的盛行儼然成為愈來愈多產業與國家急需面對的問題。經由廣泛地回顧仿冒相關議題與文獻查證，發現現存行銷理論少有探討仿冒品消費行為。本研究以計畫行為理論(Ajzen, 1985)和過去行為變數作為發展仿冒品購買意圖模型之理論基礎，抽取台灣、香港與新加坡地區的大學生進行問卷調查，並採仿冒軟體、音樂CD和服飾作為探討之標的，利用層級迴歸統計方法探討各相關影響因素對購買意圖之影響。實證結果依各變數摘述如下：
1.態度：三個國家消費者對於仿冒軟體與音樂CD之態度均可分為道德與產品屬性。在新加坡和香港，消費者之道德屬性態度與購買意圖呈現顯著正相關；在台灣，消費者之產品屬性與道德屬性態度均與購買意圖呈現顯著正相關。仿冒服飾方面，在新加坡與香港，消費者之態度與購買意圖呈現顯著正相關；在台灣，消費者之道德與產品屬性態度均與購買意圖呈現顯著正相關。
2.主觀規範：三個國家消費者對於仿冒軟體、音樂CD與服飾之主觀規範均與購買意圖呈現顯著正相關。
3.知覺行為控制：只有新加坡與台灣消費者對於仿冒服飾之知覺行為控制與購買意圖呈現顯著正相關。三個國家消費者對於仿冒軟體與音樂CD之知覺行為控制與購買意圖呈現無顯著相關。
4.過去行為：三個國家消費者過去購買仿冒軟體、音樂CD和服飾之頻率均與購買意圖呈顯著正相關。
實證研究結果發現，修正後計畫行為理論，包括態度、主觀規範、知覺行為控制與過去行為，對於台灣與新加坡地區消費者購買仿冒軟體、音樂CD和服飾之意圖提供良好的預測能力。理性行動理論與過去行為則對於三個地區消費者購買仿冒軟體與音樂CD、香港地區消費者購買仿冒服飾提供較良好的預測能力。

With the higher degree of globalization, the prevalence of counterfeiting is emerging as one of the most troublesome problems besetting an increasing number of industries and countries. After broadly reviewing international marketing literature, we found there exist few studies exploring the consuming behavior of counterfeit. This study aimed at enhancing the understanding of the consumers’ purchasing intention of counterfeit mainly based on the theoretical foundation of planned behavior theory (Ajzen, 1985). Specific products, software, music CD, dress and adornment, are selected to be the research objects. Questionnaires were sent by random sampling to university students in Singapore, Hong Kong and Taiwan. Hierarchical regression is used to analyze the relationship between each variable and the purchasing intention. The conclusion is summarized as follows:
(1)Attitudes toward counterfeit software and music CD are divided into two attributes- ethical attribute and product attribute in all of three countries. Only ethical attribute attitude is positively related to the purchasing intention in Singapore and Hong Kong. Both ethical and product attribute attitude toward counterfeit software and music CD, however, are positively related to the purchasing intention in Taiwan. For counterfeit dress or adornment, the consumer’s attitude toward counterfeits is positively related to the purchasing intention in Singapore and Hong Kong. Both ethical attribute and product attribute attitudes are positively related to the purchasing intention in Taiwan.
(2)Subjective norm: Subject norm is positively related to purchasing intention of counterfeit software, CD, dress and adornment in Singapore, Hong Kong and Taiwan.
(3)Perceived behavior control: Perceived behavior control is positively related to purchasing intention of counterfeit dress and adornment in Singapore and Taiwan, but not in Hong Kong. However, perceived behavior control doesn’t significantly affect the purchasing intention of counterfeits software and music CD in all of three countries.
(4)Past behavior: Past purchasing frequencies of counterfeit software, music CD, dress and adornment are positively related to purchasing intention in three countries.
The empirical result indicates that the modified planned behavior theory including attitude, subjective norm, perceived behavior control and past behavior provides good predictability in the consumers’ purchasing intention of counterfeit dress and adornment in Taiwan and Singapore. The reasoned action theory and past behavior provide good predictability in purchasing intention of counterfeit software and music CD in three countries, as well as counterfeit dress and adornment in Hong Kong.

Page
Acknowledgement…………………………………………………i
Abstract……………………………………………………………ii
Table of Content ………………………………………………v
List of Tables …………………………………………………vii
List of Figures …………………………………………………vii
Chapter1Introduction ……………………………1
1.1Research Background ……………………1
1.1.1A Perspective of Global Counterfeit Market……………………………………………………………… 1
1.1.2A Perspective of Academic Evolution 2
1.2Research Objectives …………………… 3
1.3Research Procedure …………………… 4
Chapter2Literature Review ………………………………… 5
2.1Counterfeit …………………………… 5
2.2Determinants of Purchasing Intention of Counterfeits …………………………………………………… 6
2.3Consumer Behavior Theory …………… 16
2.3.1Multi-Attribute Model ………………… 16
2.3.2Elaboration Likelihood Model (ELM) …16
2.3.3Theory of Reasoned Action ……………17
2.3.4The Theory of Planned Behavior ……18
Chapter3Method ………………………………………………21
3.1Research Framework …………………… 21
3.2Hypothesis ……………………………… 22
3.3Subject …………………………………… 23
3.4Measure of Variable………………………24
3.4.1Questionnaire Design …………………26
3.5Data Collection …………………………29
3.6Types of Counterfeit Products……… 30
3.7Statistic Method …………………………30
Chapter4 Empirical Results ……………………………………31
4.1Demographic Profiles of Samples …… 31
4.2Descriptive Analysis ……………………33
4.3Factor and Validity Analysis …………34
4.4Reliability ……………………………… 36
4.5Correlation Analysis ……………………37
4.6Hierarchical Regression ……………… 40
4.6.1Comparison of The Model’s Overall Performance ……………………………………………………… 40
Chapter5 Research Discussion ……………………………… 45
5.1Attitude Toward Counterfeit and Purchase intention ………………………………………………………… 47
5.2 Subjective Norm and Purchase Intention………………………………………………………… 47
5.3Perceived Behavior Control and Purchase Intention……………………………………………………………48
5.4Past Behavior and Purchase Intention 49
5.5Control Variables and Purchase Intention ……………………………………………………………………… 50
Chapter6Conclusion ……………………………………………50
6.1Overall Conclusion …………………… 50
6.2Implications for Research …………… 50
6.3Implications for Practice …………… 51
6.4Research Limitation and Future Research Suggestion …………………………………………………………52
Reference…………………………………………………………53
Appendix AQuestionnaire-English Version ……… 57
Appendix BQuestionnaire-Traditional Chinese Version …………………………………………………………… 61
Appendix CQuestionnaire-Simplified Chinese Version ……………………………………………………………64
Appendix DRegression Analysis- individualism/ collectivism items averaged (Counterfeit Software and Music CD)……………………………………………………………………69
Appendix ERegression Analysis - Individualism/Collectivism Items Averaged (Counterfeit Dress and Adornment)…………………………………………… 70
Appendix FMANOVA Analysis —Compare with Three Countries ………………………………………………………… 71
Appendix GRegression of Past Behavior and Each Variables (Counterfeit Software and Music CD) ……………………………………………………………………… 72
Appendix HRegression of Past Behavior and Each Variables (Counterfeit Dress and Adornment) ……………………………………………………………………… 73

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