臺灣博碩士論文加值系統

本研究探討相似品對於消費者購買意願及其他構念之影響，主要是知名品牌的相似品與品牌知名度、主觀認知之外觀相似度、知覺風險、價值意識、產品的主觀知識對於消費者混淆程度、知覺品質與購買意願的影響。
本研究採問卷調查法，使用五個服飾品牌及其相似品為問卷樣品，包括:LV、Alviero Martini、Ralph Lauren、Burberry及FILA。相似品包括:COMO、Patty、My88、LIGH&DARK及FLIA。回收有效問卷547份，以LISREL做為線性結構模式分析工具。研究結果顯示本架構之整體配適度良好(NFI=0.94、NNFI=0.94、CFI=0.95、GFI=0.85、AGF=0.81、RMSEA=0.07)。
研究結果發現，被模仿的品牌之知名度對混淆程度有負向影響，被模仿的品牌之知名度對相似品所產生的知覺品質有負向影響，消費者的主觀認知之外觀之相似度對混淆程度有正向影響，消費者的主觀認知之外觀相似度對對相似品之評價有正向影響，消費者的產品知覺風險對相似品之評價有負向影響，消費者的價值意識對混淆程度有負向影響，消費者的知覺品質對相似品之評價有正向影響，消費者對相似品之評價對購買意願有正向影響，產品的混淆程度對消費者的購買意願有負向影響。

This research, aims to explore the effects of lookalikes on consumers’ purchase intentions and other constructs. Specifically, this study examines the impacts of brand awareness, similarity between lookalikes and famous brands, perceived risk, value consciousness, and subjective knowledge on consumers’ confusion, perceived quality, evaluation of lookalikes, and purchase intentions.
We conducted a survey, and in our study, there are five famous brands of clothing, including: LV, Alviero Martini, Ralph Lauren, Burberry, and FILA. Their lookalikes are COMO, Patty, My88, LIGH&DARK, and FLIA. The valid samples are 547 and we use LISREL to analyze structural equation modeling.
The goodness of fit index is good enough (NFI=0.94、NNFI=0.94、CFI=0.95、GFI=0.85、AGF=0.81、RMSEA=0.07). The results show that the imitated brands’ awareness has a negative effect on consumers’ confusion and perceived quality of lookalikes. The similarity between lookalikes and famous brands has a positive effect on evaluation of lookalikes but it may also confuse consumers and decrease the intention to purchase lookalikes. Perceived risk of the products has a negative effect on the evaluation of lookalikes. Consumers’ value consciousness has a negative effect on confusion. Consumer’ perceived quality has a positive effect on the evaluation of lookalikes, which also has a positive effect on purchase intention.

目錄
第壹章 緒論 ……………………………………………………………………1
第一節 研究動機……………………………………………………………1
第二節研究目的 ……………………………………………………………4

第貳章 文獻探討 ………………………………………………………………5
第一節 仿冒品相關研究 ……………………………………………………5
第二節 相似品相關研究……………………………………………………12
第三節 假設推論……………………………………………………………18

第參章 研究方法 ………………………………………………………………27
第一節 變數定義與衡量……………………………………………………27
第二節 研究設計……………………………………………………………33

第肆章 分析與結果 ……………………………………………………………39
第一節 樣本結構描述………………………………………………………39
第二節 相關分析與測量模式結果…………………………………………41
第三節 結構模式假設檢定…………………………………………………46
第四節產品類別與人口統計變數影響 ……………………………………51

第伍章 研究結論與建議 ………………………………………………………59
第一節 結論…………………………………………………………………59
第二節 學術研究建議………………………………………………………61
第三節 行銷實務貢獻………………………………………………………62
第四節 研究限制與未來研究方向…………………………………………64

參考文獻………………………………………………………………………67
附錄一 …………………………………………………………………………79

表目錄
表3-1-1知名品牌知名度的衡量 ……………………………………………27
表3-1-2主觀認知之外觀相似度的衡量 ……………………………………28
表3-1-3產品知覺風險的衡量 ………………………………………………29
表3-1-4價值意識的衡量 ……………………………………………………29
表3-1-5對產品的主觀知識的衡量 …………………………………………30
表3-1-6混淆程度的衡量 ……………………………………………………31
表3-1-7知覺品質的衡量 ……………………………………………………32
表3-1-8對相似品之評價的衡量 ……………………………………………32
表3-1-9購買意願的衡量 ……………………………………………………33
表4-1-1樣本結構分佈 ………………………………………………………40
表4-2-1構念間之相關係數 …………………………………………………41
表4-2-2測量模式結果 ………………………………………………………43
表4-3-1結構模式假說檢定……………………………………………………49
表4-4-1品牌之產品組合與各構念之變異數分析 …………………………52
表4-4-2樣本結構變異數分析--性別 ………………………………………53
表4-4-3樣本結構變異數分析--職業 …………………………………………54
表4-4-4樣本結構相關分析---年齡、所得、支出及購買頻率………………57

圖目錄
圖2-3-1﹕研究架構圖 ………………………………………………………26
圖3-3-1 LV及其相似品COMO、Alviero Martini及其相似品Patty、
Ralph Lauren及其相似品My88 …………………………………35
圖3-3-2 Burberry及其相似品LIGH&DARK與Fila及其相似品
FLIA…………………………………………………………………36
圖4-3-1 研究假設成立與否之結果示意圖…………………………………50

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