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Technology always comes from humanity. Cellular phones are one of the greatest inventions of the 20th century. Changing consumer needs enable the communications industry to develop new and better ideas for the cell phone. Thus, the Smart Phone was created with integration of innovation and new technology. Apple Inc. launched the highly anticipated Smart Phone, iPhone in 2007. Since then, the emergence of counterfeit Smart Phones which directly imitate the original phone have become a potential threat to the communications industry. This research used the iPhone and the knockoff hiPhone(similar in look and function as the iPhone) as the research target. We applied the model of Consumer Acceptance of Technology(CAT) pruposed by Kulviwat et al.(2007), with both cognitive and effective factors taken into consideration to explore the differences in consumer adoption attitudes toward original and counterfeit phones.
Questionnaires and convenience sampling were used to collect data. The samples were taken from residents in the Taipei metropolitan area. SEM and regression were used to examine the confirmative factor analysis(CFA)and to verify the hypothesis. The results are summarized as follows：(1) The consumer perceptions of Smart Phone attributes between the original and counterfeit cell phones are significantly different.(2)All cognitive and affective factors exert positive influences on consumer attitudes except for perceived cost.(3)The key factors affecting consumer adoption attitude are different between the original and counterfeit cell phones.
Based on our findings, this study proposes concrete suggestions for the industry in the hopes that it can provide relevant marketing information for reference in decision making.
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