在台灣仿冒或商標侵權以及盜版或版權侵權是很嚴重的問題。最近地方法和執法政策的改變便是為了尋求方法抑制此一問題，然而卻很少有研究著重在台灣年輕人對於購買和�或消費仿冒品或盜版商品的觀念。先前的研究曾指出造成這些產品在市場上購買意願的主要驅動力為教育、倫理性、合法性、品質、面子意識、自覺危害社會以及由購買行為產生的利益。本研究的主要目的為利用兩份獨立的調查比較和對比台灣大學生的這些觀念，並試圖解釋可歸因於以上所提到七個驅動力其中的六個造成購買意願的差異(利益除外)。

雖然研究發現關於某些類型社會危害的購買意願和觀念就統計上來說是相同的，但學生對於仿冒與盜版在倫理性、合法性和這些活動對於創新產業和台灣經濟所造成的影響上所持的態度卻有顯著的不同。此外，六個驅動力的影響所造成購買意願的差異和這些驅動力間具體的關聯性都有顯著的不同。仿冒品的購買意願僅與三個驅動力有顯著的關聯性，盜版產品的購買意願則與五個驅動力相關，而其中只有兩個驅動力之間有部分重疊。因此本研究的結果對於這兩個領域的研究之未來發展至關重要。

Counterfeiting and piracy are serious problems in Taiwan. Recent changes in local laws and enforcement policies have sought to curb the problem, but these actions have failed to account for the inherent differences in the perceptions among young Taiwanese persons of purchase and/or consumption of counterfeit or pirated goods. Previous research had indicated that the primary drivers in this market of purchase intention for these products are education, ethicality, legality, quality, face consciousness, perceived harm to society, and the utility derived from consumption. The primary aims of this research were to compare and contrast these perceptions among undergraduate students in Taiwan using two independent surveys and to attempt to explain the variance in purchase intention that can be attributed to six of the seven drivers (utility excluded).
While purchase intention and perceptions regarding some kinds of societal harm were found to be statistically equal, significant differences were discovered between students’ attitudes toward counterfeiting versus piracy with regard to ethicality, legality, and the impact of these activities on innovation and the Taiwan economy. Additionally, there were marked differences between the amounts of variance in purchase intention explained by the six drivers and between the specific correlations of these drivers. Counterfeit goods’ purchase intention correlated significantly with only three of the drivers, while pirated goods’ purchase intention correlated with five, and with only partial overlap between the two. The findings of this study are thus concluded to be significant for the further development of research into the two areas.

Table of Contents

List of Tables 3
List of Figures 3
Acknowledgments 4
Abstract 5
中文摘要 7
Introduction 8
Background 8
Research questions 10
Definitions 11
Counterfeiting 11
Piracy 11
Literature Review 16
Business impact from counterfeiting and piracy 16
Negative impact 16
Positive impact 23
Measuring the impact of counterfeiting and piracy 25
Factors affecting purchase intention 26
Role of education 26
Teleological (legal) evaluation 26
Deontological (moral) evaluation 28
Perceptions of quality 29
Face consciousness 30
Perceptions of societal harm 30
Utility in consumption of counterfeit and pirated goods 31
Utilities derived from both trademark- and copyright-infringing goods 32
Utilities derived from trademark infringing goods 38
Utilities derived from copyright infringing goods 41
Relating the Concepts 42
Hypotheses 43
Methodology and Sample Information 53
Survey Construction 54
Sample Selection 54
Sampling Method 55
Sample Characteristics 56
Hypothesis testing 59
Hypothesis 1a 60
Hypothesis 1b 61
Hypothesis 1c 62
Hypothesis 1d 63
Hypothesis 1e 64
Hypothesis 2a 65
Hypothesis 2b 66
Hypothesis 2c 67
Hypothesis 2d 68
Hypothesis 2e 69
Hypothesis 3a 70
Hypothesis 3b 71
Hypothesis 3c 73
Hypothesis 3d 74
Hypothesis 3e 75
Hypothesis 3f 77
Hypothesis 3g 78
Results and Discussion 80
Principal Findings 80
Analysis of Untested Variables 89
Conclusions 93
Suitability of Study in Answering Research Questions 93
Implications for Research and Policy in the Area 94
Limitations of the Research 95
Suggestions for Further Research 96
References 98
Appendix A: English and Chinese Versions of Surveys Used in this Research 103




List of Tables
Table 1: Hypothesis test for H1a 60
Table 2: Hypothesis test for H1b 61
Table 3: Hypothesis test for H1c 62
Table 4: Hypothesis test for H1d 63
Table 5: Hypothesis test for H1e 64
Table 6: Hypothesis test for H2a 65
Table 7: Hypothesis test for H2b 66
Table 8: Hypothesis test for H2c 67
Table 9: Hypothesis test for H2d 68
Table 10: Hypothesis test for H2e 69
Table 11: Hypothesis test for H3a 70
Table 12: Factor correlation of law scale with purchase intention 71
Table 13: Hypothesis test for H3b 72
Table 14: Hypothesis test for H3c 73
Table 15: Hypothesis test for H3d 74
Table 16: Hypothesis test for H3e 75
Table 17: Hypothesis test for H3f 77
Table 18: Hypothesis test for H3g 78
Table 19: Summary of Findings for Sample Mean Comparisons 80
Table 20: Summary of Results of Regression Analysis for Counterfeiting and Piracy Surveys 84

List of Figures
Figure 1: Difference in Means Between Counterfeiting and Piracy Surveys 88
Figure 2: Difference in Means by Gender (Counterfeiting Survey) 90
Figure 3: Difference in Means by Gender (Piracy Survey) 90
Figure 4: Difference in Means by Course of Study (Counterfeiting Survey) 91
Figure 5: Difference in Means by Course of Study (Piracy Survey) 91

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