臺灣博碩士論文加值系統

隨著中國經濟社會的不斷發展進步，奢侈品消費日益成為一種時尚潮流。然而與此同時，市場上也充斥著越來越多的仿冒奢侈品，這無論是對奢侈品牌企業還是政府，都帶來嚴重的危害。仿冒奢侈品泛濫成災，引發一系列嚴重的社會經濟問題：大批品牌企業蒙受巨大損失的同時，破壞了市場秩序，影響政府稅收，消費者的合法權益難以保障，甚至影響到整個國家的國際形象。打擊、防治仿冒奢侈品消費問題，亟待解決。
有關仿冒奢侈品消費問題的研究，大都從仿冒廠商的供給行為著手，而消費者本身對仿冒奢侈品的大量需求才是仿冒市場得以持續發展的根源。因而，本文從消費者角度出發，研究影響消費者仿冒奢侈品購買意願的因素。借鑑已有的文獻成果，本文選取消費者心理特徵之知覺風險及其各個維度、消費者感知之仿冒品產品價格和產品品質，以及一般人口統計特徵作為研究變量，探討其與消費者購買意願之間的關係，並檢視產品品質對知覺風險及購買意願的中介影響，以期提供有關正牌廠商、政府等組織研擬相關政策之參酌。
本研究採取網路問卷調查，主要以中國大陸北京、上海兩地民眾為研究對象，共收集有效問卷366份，並採用因素分析、相關分析、迴歸分析等分析方法。實證結果發現，知覺風險對消費者仿冒奢侈品購買意願具有負向顯著影響，產品品質對購買意願具有正向顯著影響，並且產品品質對知覺風險及購買意願之間具有中介作用；產品價格對購買意願具有正向顯著影響。其中，仿冒奢侈品之功能風險及社會心理風險均對購買意願有負向顯著影響，且各維度具體影響程度不同。產品價格對奢侈仿冒品購買意願的正向影響，可能是由於其炫耀性特徵；作為奢侈品這種炫耀財的替代品，消費者購買它還是存在很強的炫耀效果，高價就會帶來內心的滿足，即價格越高，購買意願越強。根據研究結果，建議企業可以加強正品被仿冒製造的難度，加大與仿冒品之間的差距，或借助公眾輿論壓力等舉措提升消費者的知覺風險；正牌企業也可以建立輕奢二線品牌、實行適時促銷、增加產品附加價值以及注重品質的不斷改良；長期而言，引導消費者樹立正確理性的消費價值觀也十分必要。

With the continuous development of China''s economy and society, luxury consumption has increasingly become a fashion trend. However, at the same time, the market is also filled with more and more counterfeit luxury goods, which has done much harm to both the luxury brand enterprises and the government. Counterfeit luxury goods are in flood, causing a series of serious social and economic problems. A large number of luxury brand enterprises suffered huge losses. At the meantime, it disturbed the economic order and affected the government tax revenue. Also, consumers’ legitimate rights and interests cannot be guaranteed, even affecting the country''s international image. The problem of counterfeit luxury goods’ prevention and control needs to be resolved urgently.

Researches on counterfeit luxury goods consumption are mostly based on the supply behaviors of counterfeit manufacturers. While the root of counterfeit market’s continuous development is actually due to the consumers’ large demand for the counterfeit luxury goods. Thus, this research studies the influential factors of consumers’ purchase intention of counterfeit luxury goods from the consumers’ point of view. Based on the existing literatures, this paper chooses the perceived risk of the psychological characteristics of consumers, product price, product quality, and the general demographic characteristics as main research variables to discuss the relationship between them and consumer purchase intention, also testing the mediation among product quality, perceived risks and purchase intention, for the purpose of making some recommendations to the standard manufacturers and the government.

In this study, 366 useful questionnaires were collected from mainland of China, mostly in Beijing and Shanghai. The data were analyzed by using correlation analysis, factor analysis and regression analysis. The results show that the perceived risks have a significant negative impact on consumers'' willingness to purchase counterfeit luxury goods. And the quality of products has a significant positive impact on purchase intention, which also acts as mediator between perceived risks and purchase intention. The perceived risks of counterfeit luxury goods are divided into functional risk, social- psychological risk and after-sales risk. Functional risk and social-psychological risk have a significant negative impact on the purchase intention, whose effects are in a different way. The positive impact of product price is likely due to conspicuous consumption features of luxury goods. As Veblen goods, the higher the prices, the higher the purchase intention. According to the results of the study, it is suggested that enterprises can strengthen the difficulty of counterfeit manufacturing, increase the gap between counterfeit goods and genuine goods, and draw support from public opinion pressure to raise the perceived risks of consumers. Also, the brand enterprises can establish the entry lux or second class brand, implement timely promotions, increase the added value of products and focus on continuous improvement of qualities. In the long term, guiding consumers to establish a correct and rational consuming values is also of importance.

中文摘要…………........................................................................i
英文摘要…………............................................…………………..ii
表目錄………..................……………..…………………………....v
圖目錄……………........…………………………………………....vii
第一章 緒論………………….............……………………………..1
第一節 研究背景與動機………………………………………1
第二節 研究目的……………..……………………..........…..3
第二章 文獻回顧………………………………………………..…..7
第一節 奢侈品及其特徵………………………………….......7
第二節 仿冒及仿冒奢侈品…………………………….....…..8
第三節 仿冒品購買行為研究…………………………..……10
第四節 消費者仿冒奢侈品知覺風險與購買意願…..........…17
第三章 研究假設與分析方法…………………………...…………22
第一節 研究假設………………………………………..……22
第二節 問卷設計………………………………………..……24
第三節 資料分析方法………………..………………………28
第四章 實證分析結果…………………………………………...…33
第一節 樣本敘述性統計分析……………...……………...…33
第二節 信度、效度分析………………………………......…40
第三節 因素分析……………………………………..........…42
第四節 T檢定與單因子變異數分析…………………...…….47
第五節 相關分析………………………………………...……52
第六節 迴歸分析 ……………………………………….........54
第七節 本章小結…………………………………………....…61
第五章 結論…………………………………….......………………65
參考文獻…………………………………………………….....……69
附錄一 樣本數據之項目分析……………………………….......…76
附錄二 正式調查問卷……………………………………….......…79

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