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研究生:鄭詩宜
研究生(外文):Shih-Yi, Cheng
論文名稱:消費者對於二手正牌與全新仿冒奢侈品之購買抉擇
論文名稱(外文):Consumers’ Trade-off Decision between Second-hand Genuine and Brand-new Counterfeit Luxury
指導教授:廖淑伶廖淑伶引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:國際企業學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:150
中文關鍵詞:奢侈品仿冒品二手純正性價值產品狀況與偏好知覺風險購買抉擇道德
外文關鍵詞:LuxuryCounterfeitSecond-handAuthenticity ValueProduct Condition and PreferencePerceive RiskTrade-off choiceEthics
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自古以來,追求名牌被當作突顯個人財富與地位的手段,而這樣的現象在現代社會更是越來越普遍;然而隨著名牌的蓬勃發展,驚人的利潤引起了仿冒品業者的覬覦。之前的研究大多是從價格的觀點比較正牌奢侈品與仿冒品,但是除價格低廉外,我們認為消費者還想要從仿冒品獲得其他的利益;另一方面,正牌奢侈品可以傳遞品牌真正的價值,而其更是無法被仿冒品複製。隨著資訊流通發達,精明的消費者透過各種方式尋求物超所值的商品,而二手正牌與仿冒奢侈品帶給消費者不同的價值與利益需求,消費者對於兩者的接受度也逐漸提高。因此,本研究透過控制價格在相當水準之下,由純正性價值、產品狀況與偏好及知覺風險效果變數下探討消費者對於二手正牌奢侈品與全新仿冒品的購買意願(第一部分)。接著在第二部分,亦探究消費者道德觀對於此購買抉擇的干擾效果,並發現高道德標準的人比低道德標準的人有著較低的仿冒品購買意願。

Pursuit of famous brands becomes more and more popular in modern society. Luxury goods cannot only represent a person’s social status but also be a prevailing means of showing-off. However, the blooming development and astonishing profit also attract counterfeiters. Previous research focuses on comparing genuine and counterfeit luxuries by the view of price; however, we expect that there are other benefits that consumers want to acquire from counterfeit. On the other hand, we believe genuine can deliver the real value consumers cannot acquire it from a fake one. With consumers become more sophisticated, they exploit the information to search budget products. We believe these two imperfect products can bring consumers’ different value and benefits. First, we hold price constant to probe the major motives that influence the choice between second-hand luxury and brand-new counterfeit via structural equation modeling (SEM). Second, we also examine whether the individual ethics standard that play important role in changing consumers’ attitude toward buying brand luxuries may reinforce or suppress the above trade-off decision. In this part, we adopted Chi-square test to evaluate the regression coefficients of the variables across high ethics standard and low ethics standard sub-groups. Our findings not only support past the importance of authenticity value, but also discover the significance of product condition and preference. Besides, our results indicate perceive risk is a big issue while consumers encounter imperfect products. Last but not least, ethics standard play a critical role in moderating consumers’ attitude toward counterfeit. As a consequence, this study contributes theoretically, practically, and comes up with directions for future research.

Title Page i
ABSTRACT in Chinese iv
ABSTRACT v
Acknowledgement vi
List of Tables x
List of Figures xii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Objectives 6
1.4 Research Questions 7
CHAPTER 2 LITERATURE REVIEW 8
2.1 Luxury 8
2.2 Counterfeit Luxury 10
2.3.1 Genuine Luxury Consumer Behavior 12
2.3.2 Counterfeit Luxury Consumer Behavior 14
2.4 Decision Trade-off 16
2.5 Consumer Ethics 18
2.6 Hypotheses Inferences 20
2.6.1 Authenticity Value 20
2.6.2 Product condition and preference 25
2.6.3 Perceived risk 28
2.6.4 Moderators 30
CHAPTER 3 RESEARCH METHODOLOGY 32
3.1 Research Framework 32
3.2 Research Hypotheses 36
3.2.1 Step 1 - Main Effect 36
3.2.2 Step 2 - Moderating Effect of Ethics value 37
3.3 Operational Definition and Measurement of Variables 38
3.3.1 Independent Variables 38
3.3.2 Dependent Variables 49
3.3.3 Moderating Variable 51
3.4 Pilot Study 38
3.5 Subjects and Procedure 38
3.6 Statistical Procedures 57
Chapter 4 RESULTS 62
4.1 Descriptive statistical analysis 63
4.1.1 Respondent Information 63
4.1.2 Descriptive Statistics of Measurement Items 66
4.2 Exploratory factor analysis 72
4.3 Confirmatory Factor Analysis 74
4.3.1 Standard loading of each construct 74
4.3.2 Reliability Analysis 75
4.3.3 Validity Analysis 76
4.3.4 Goodness-of-Fit of the Measurement Model 83
4.4 Structural Equation Modeling Analysis 84
4.4.1 Goodness-of-Fit of the Structural Model 84
4.4.2 Results of the Main Effect 87
4.5 Chi-Square Test (Moderating Effect) 92
4.6 Summary of Hypotheses Testing Results 97
4.7 Additional Analysis 99
4.7.1 Moderating effect of Authenticity Value 99
4.7.2 Logistic regression of our study 100
CHAPTER 5 CONCLUSIONS 104
5.1 Research Conclusions 104
5.1.1 Emphasis of Authenticity Value on Trade-off Choice (H1) 104
5.1.2 Product Condition and Preference on Trade-off Choice (H2) 106
5.1.3 Perceived Risk on Trade-off Choice (H3) 107
5.1.4 Moderating Effect of Ethics Standard on Trade-off Choice (H4) 109
5.2 Contributions and Implications 111
5.2.1 Contributions 111
5.2.2 Implications 114
5.3 Limitations and Future Research Suggestion 118
References 122
Chinese References 122
English Reference 123
Appendix 139
I. Results of Exploratory Factor Analysis 139



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