【摘要】：假冒被稱為21世紀(jì)的災(zāi)難(全球反假冒聯(lián)盟,2008)。中國則被認(rèn)為是世界上制假販假最嚴(yán)重的地區(qū)之一(Dboson,2000)。由于假品貿(mào)易的非法性,交易往往是隱蔽進(jìn)行的,造成很難獲得準(zhǔn)確的假品貿(mào)易數(shù)據(jù),因而對假品貿(mào)易的具體金額有不同的判斷。大部分經(jīng)濟(jì)組織估計(jì)世界貿(mào)易總量的5%-7%為假品貿(mào)易(國際反假聯(lián)盟,2005；國際知識產(chǎn)權(quán)組織,2003；世界關(guān)稅組織,2004：經(jīng)濟(jì)合作與發(fā)展組織,2007；國際商會,2007)。從學(xué)術(shù)研究的角度看,西文學(xué)術(shù)界對假冒問題的研究文獻(xiàn)已從早期僅從供應(yīng)方角度的解釋轉(zhuǎn)向?qū)π枨蠓降姆治?一些學(xué)者甚至斷言導(dǎo)致假冒現(xiàn)象存在和快速發(fā)展的首要原因在于消費(fèi)者對假冒商品的需求(Gentry et al.,2001)。中國學(xué)者對假冒問題的研究重點(diǎn)仍集中在從供應(yīng)方角度分析假冒偽劣現(xiàn)象存在的原因、危害及治理對策上；大多數(shù)研究將消費(fèi)者購假行為視作非知情購假行為,對消費(fèi)者的知情購假行為研究較少。比較而言,中國學(xué)者對假冒問題的研究多集中在現(xiàn)象分析上,側(cè)重描述性分析和理論性分析,實(shí)證研究較少,缺乏從消費(fèi)者角度研究購假行為的理論成果。因此,中國對假品研究的現(xiàn)狀與現(xiàn)實(shí)需要之間存在較大落差。 伴隨著中國市場經(jīng)濟(jì)的發(fā)展,經(jīng)濟(jì)組織的集中度得到逐步提高,消費(fèi)者具備了更豐富的消費(fèi)經(jīng)驗(yàn),消費(fèi)者的購假行為中知情購假的數(shù)量和比例正逐步提高。眾多學(xué)者認(rèn)為,正是由于需求的存在,為造假者提供了動力,如果對假品的需求得不到抑制,即使企業(yè)和政府嚴(yán)格控制假品的供給,造假者總有能力發(fā)現(xiàn)新的供應(yīng)渠道向消費(fèi)者提供假品(Alber-Miller,1999)。因此,本文將研究對象集中于消費(fèi)者的知情購假行為。具體研究思路如下： (1)確定研究對象和范圍。本研究針對中國消費(fèi)者特別是在校大學(xué)生的知情購假行為。(2)明確研究目的。本研究旨在探討這類行為背后的影響因素及其作用路徑。(3)構(gòu)建理論模型。本研究從大學(xué)生消費(fèi)者在知情購假時(shí)既面臨“誘惑”,又有內(nèi)心“排斥”兩種心理過程的沖突入手,試圖以這兩個(gè)變量作為核心變量,圍繞其前因后果的概念提取和概念界定,分析這些因素之間的相互關(guān)系和作用路徑,并構(gòu)建既能高度描述知情購假行為過程又能解釋其前因、路徑的理論模型。(4)情景假設(shè)。本研究選擇大學(xué)生比較熟悉的耐克休閑鞋(品牌影響力較大)和特步休閑鞋(品牌影響力相對較小)作為情境假設(shè)中的選購對象。為驗(yàn)證合法性壓力的影響作用,作出如下情景假設(shè)：“國家出臺一部新的法律,規(guī)定凡是購買或攜帶假冒商品者,無論其是否事先知曉所購商品為假冒品,一經(jīng)發(fā)現(xiàn),即將沒收假冒品并處以真品價(jià)格1-2倍的罰款�！庇纱诵纬�2(品牌影響力大/小)×2(合法性壓力大/小)共4種情景設(shè)計(jì)。(5)實(shí)證分析。根據(jù)設(shè)計(jì)的量表,對不同情景下的消費(fèi)者所感知的假品誘惑力、假品排斥傾向及其知情購假意愿進(jìn)行問卷調(diào)查,通過回收的問卷進(jìn)行實(shí)證分析,驗(yàn)證相關(guān)假設(shè)。(6)依據(jù)分析結(jié)論提出降低消費(fèi)者知情購假意愿的治理措施。 經(jīng)研究,本文主要結(jié)論如下：(1)消費(fèi)者的知情購假意愿受到一正一反兩股力量的影響。對消費(fèi)者知情購假意愿起到正向作用的是假品誘惑力,即消費(fèi)者在特定情境下面臨假品時(shí)所感知到的假品吸引力。對消費(fèi)者購假意愿起負(fù)向作用的是假品排斥傾向,即消費(fèi)者拒絕假品的態(tài)度傾向。(2)假品與真品的價(jià)格差、品牌影響力、感知替代性、面子意識會正向地影響消費(fèi)者所感知的假品誘惑力。感知風(fēng)險(xiǎn)會負(fù)向地影響消費(fèi)者所感知的假品誘惑力。(3)面子意識、感知風(fēng)險(xiǎn)、合法性壓力會正向的影響消費(fèi)者的假品排斥傾向。假品與真品的價(jià)格差會負(fù)向的影響消費(fèi)者的假品排斥傾向。(4)面子意識包括了兩個(gè)維度,“想要面子”和“怕丟面子”。越想要面子的消費(fèi)者,當(dāng)其沒有真品的購買能力時(shí),假品對他(她)的吸引力越大。越怕丟面子的消費(fèi)者,因害怕使用假品而被他人識破,對假品的排斥傾向越強(qiáng)。因此,面子意識既正向地影響假品誘惑力,又正向地影響假品排斥傾向。(5)目前消費(fèi)者普遍存在購買假品的無過錯認(rèn)知。由于沒有針對消費(fèi)者購假用假的相關(guān)處罰規(guī)定,因此消費(fèi)者普遍不認(rèn)為購假用假是違法行為。甚至當(dāng)本研究在情景假設(shè)中,提出國家要針對消費(fèi)者的購假用假行為出臺相應(yīng)的處罰措施后,被訪者出現(xiàn)了明顯的對該虛擬處罰規(guī)定的抵觸情緒。 筆者認(rèn)為,論文的創(chuàng)新主要表現(xiàn)在以下幾個(gè)方面： (1)本研究發(fā)現(xiàn),對于非正常的消費(fèi)行為,或?qū)οM(fèi)者有較大風(fēng)險(xiǎn)的一些有害需求,例如知情購假、上網(wǎng)成癮、酗酒等,消費(fèi)者均可能在面臨誘惑的同時(shí),對這些需求產(chǎn)生或強(qiáng)或弱的排斥傾向。而消費(fèi)者的最終行為意向是在這兩股力量共同作用下的結(jié)果。因此,類似行為均可以運(yùn)用“誘惑”、“排斥”框架對其消費(fèi)意愿展開研究。 (2)本研究提出并界定了“假品誘惑力”的概念。將“假品誘惑力”構(gòu)念分解為兩個(gè)維度：精神誘惑和物質(zhì)誘惑。開發(fā)并驗(yàn)證了“假品誘惑力”量表。該量表的開發(fā)成功,可為其它有害需求誘惑力量表的開發(fā)提供借鑒意義 (3)本研究通過情境假設(shè)的方法,假定國家出臺了針對消費(fèi)者知情購假行為的處罰措施。驗(yàn)證了相關(guān)處罰規(guī)定會顯著提高消費(fèi)者在知情購假時(shí)的合法性壓力,從而增加消費(fèi)者對假品的排斥傾向,并將能夠降低消費(fèi)者的知情購假意愿。具有理論上的認(rèn)知作用和實(shí)踐中的指導(dǎo)作用。 (4)本研究發(fā)現(xiàn),消費(fèi)者的知情購假行為在所有購假行為中的比例呈上升趨勢,而在知情購假的情形下,正是由于需求的存在催生了假品交易。因此,如何降低消費(fèi)者對假品的需求成為治假的根治之術(shù)。基于本研究的實(shí)證結(jié)論,作者從政府、企業(yè)、消費(fèi)者三方面提出了降低消費(fèi)者知情購假意愿的相關(guān)措施。 本文的研究局限表現(xiàn)在三個(gè)方面。一是調(diào)研產(chǎn)品是大學(xué)生熟悉的知名品牌休閑鞋,這與購買假冒奢侈品等炫耀性消費(fèi)行為可能存在區(qū)別；二是本研究采用了情景模擬法,雖然情景設(shè)計(jì)都基于訪談和預(yù)調(diào)研,但仍然無法百分之百地保證場景的合理性,相比于使用實(shí)物和利用一個(gè)實(shí)際控制的場景進(jìn)行實(shí)驗(yàn)來說,還是不可避免地會帶有一些局限性；三是研究者在問敏感性的問題(例如,性)、避諱的問題(例如,自殺、同性戀等)時(shí),所得到不是拒答,就是規(guī)范性的答案,規(guī)范性的答案就是合乎社會規(guī)范的答案。知情購假亦屬于此類敏感性問題,因此,被訪者在回答問題時(shí),可能會考慮“社會怎么看這個(gè)問題”,而不是“自己認(rèn)為是怎樣”,從而造成調(diào)查結(jié)果出現(xiàn)“社會期待偏差”,進(jìn)而影響問卷的效度。
[Abstract]:The counterfeit is called the twenty-first Century disaster (the global anti counterfeiting alliance, 2008). China is considered one of the most serious areas of counterfeiting and trafficking in the world (Dboson, 2000). Because of the illicit trade in counterfeit goods, transactions are often concealed and make it difficult to obtain accurate counterfeit trade data, so the specific amount of the counterfeit trade is different. Judgment. Most of the economic organizations estimate the 5%-7% of world trade volume as fake trade (international anti fake alliance, 2005; International Intellectual Property Organization, 2003; World Customs Organization, 2004: economic cooperation and development organization, 2007; International Chamber of Commerce, 2007). From the perspective of academic research, the research literature on counterfeit issues in western academia has been from the early stage. Only from the interpretation of the supply side to the analysis of the demand side, some scholars even assert that the primary reason for the existence and rapid development of counterfeit phenomena is the demand for counterfeit goods by consumers (Gentry et al., 2001). Chinese scholars' focus on the study of counterfeit issues is still concentrated on the analysis of counterfeit and shoddy phenomena from the supply side. Most of the studies regard consumer fake behavior as uninformed buying behavior and less research on consumers' informed buying behavior. In comparison, Chinese scholars focus on the phenomenon analysis, focusing on descriptive analysis and theoretical analysis, less empirical research and lack of elimination. Therefore, there is a big gap between China's research on counterfeit products and its actual needs.
With the development of China's market economy, the concentration of economic organizations has been gradually improved, and consumers have more rich experience in consumption. The number and proportion of informed buying and buying of consumers are gradually increasing. Many scholars believe that it is the existence of demand that provides the motivation for the counterfeiters, if the demand for fake products is obtained. No inhibition, even if the enterprises and the government strictly control the supply of fake products, the counterfeiters have the ability to find new supply channels to provide fake products to consumers (Alber-Miller, 1999). Therefore, this article focuses on the consumer's informed purchase of fake behavior. The concrete research ideas are as follows:
(1) to determine the object and scope of the study. This study aims at the informed purchase of fake behavior of Chinese consumers, especially college students. (2) the purpose of this study. The purpose of this study is to explore the influencing factors and the path of action behind this kind of behavior. (3) to build a theoretical model. Starting with the conflict of the two psychological processes, the two variables are taken as the core variables, and the concepts and concepts are extracted and defined, the relationship and the path of action between these factors are analyzed, and the theoretical model of the process and the path can be described in a high degree of description. (4) scenario hypothesis. This study chooses Nike casual shoes (brand influence) and XTEP casual shoes (relatively small brand influence) as selected objects in situational assumptions. In order to verify the effect of legal pressure, a new law is issued by the state. Or carrying counterfeit goods, whether or not they know the goods purchased in advance as counterfeit, once found, forfeiture forfeiture is forthcoming with a fine of 1-2 times the real price. "Thus, the formation of 2 (brand influence / small) x 2 (legal pressure / small) a total of 4 scenarios. (5) empirical analysis. According to the design scale, the elimination of different scenarios A questionnaire survey was conducted on the false temptation of fake products, false rejection tendency and the intention of informed purchase, and the relevant hypotheses were verified by the reclaimed questionnaire. (6) according to the analysis conclusion, the measures to reduce consumers' willingness to buy false information were put forward.
The main conclusions of this paper are as follows: (1) the consumers' willingness to buy false purchase is affected by one positive and negative two forces. It is the tendency of fake rejection, that is, the attitude tendency of consumers to refuse fake products. (2) the price difference between fake and real goods, brand influence, perception substitution, face awareness will affect the false temptation perceived by consumers. Perceived risk will negatively affect the false temptation perceived by consumers. (3) face consciousness, perceived risk, legality. The pressure will positively affect the consumer's false rejection tendency. The price difference between the fake and the real product will negatively affect the consumer's false rejection tendency. (4) the face consciousness includes two dimensions, "want face" and "fear of losing face". The more the consumers who want face, the more attractive they are when they do not have the ability to buy the real goods, the fake is attractive to him or her. The greater the power. The consumers who are afraid of losing face are more likely to be rejected by others for fear of using fake products, and the stronger the rejection tendency of fake products. Therefore, the face consciousness has a positive influence on the temptation of fake products and the tendency of false rejection. (5) there is no fault cognition for consumers to buy fake products. As a result, consumers generally do not think it is illegal to buy fake fake. Even when this study is in the scenario hypothesis, it is suggested that the state should put out the corresponding punishment measures for the fake behavior of the consumer, and the interviewees have appeared the obvious resistance to the virtual punishment regulation.
The author believes that the innovation of the paper is mainly manifested in the following aspects:
(1) this study found that consumers may have a tendency to reject these demands, such as abnormal consumer behavior, or some harmful needs for consumers, such as informed purchase, Internet addiction, alcoholism and so on. The consumer's ultimate behavioral intention is to work together in the two forces. Therefore, similar behaviors can be studied by using the "SEDUCTION" and "exclusion" framework.
(2) this study proposed and defined the concept of "fake temptation". The "fake temptation" was divided into two dimensions: Spiritual temptation and material temptation. The "fake temptation" scale was developed and verified. The development of this scale can provide reference for the development of other harmful demand lure scale.
(3) through the method of situational hypothesis, this study assumes that the state has promulgated the punishment measures for consumers' informed purchase of false behavior. It is verified that the relevant penalties will significantly increase the legal pressure of consumers in the case of informed purchase, thus increasing the consumer's tendency to exclude counterfeit goods, and will be able to reduce consumers' willingness to buy false information. The cognitive function in theory and the guiding function in practice.
(4) this study found that the proportion of consumers' informed purchase false behavior increased in the proportion of all false purchase behavior, and in the case of informed purchase, it was the existence of demand that gave birth to fake goods. Therefore, how to reduce consumer demand for fake products is the root treatment of counterfeit. Based on the empirical conclusion of this study, the author from the government, Enterprises and consumers put forward three measures to reduce consumers' willingness to purchase information.
The research limitations of this paper are shown in three aspects. One is that research products are well-known brand leisure shoes of college students, which may be different from the purchase of fake luxury goods such as fake luxury goods. The two is that the situation simulation method is used in this study, although the scene design is based on interviews and pre investigation, but it still cannot be guaranteed by one hundred percent. The rationality of the scene, compared to the use of physical objects and the use of a real controlled scene to experiment, still inevitably carries some limitations; three is the researchers in the question of sensitivity (such as sex), the question of Taboo (such as suicide, homosexuality, etc.), is not rejected, is a normative answer, normative The answer is the answer to social norms. Informed purchase is also a kind of sensitivity problem. Therefore, the respondent may consider "how the society looks at this problem" rather than "how do you think it is" in answering the question, resulting in the result of the "social expectation deviation", which will affect the validity of the questionnaire.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：F713.55

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本文編號：2149307