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博碩士論文 etd-0815111-090241 詳細資訊
Title page for etd-0815111-090241
論文名稱
Title
從體制觀點探討影響消費者對仿冒精品購買行為態度之認知因素
An Institutional View to Cognitive Factors Affecting Attitude toward Counterfeit Boutique Purchasing Behavior
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
97
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2011-06-21
繳交日期
Date of Submission
2011-08-15
關鍵字
Keywords
華人文化特性、消費行為態度、權威傾向、面子維護、規範信念、體制理論、精品仿冒
the Chinese cultural characteristics, normative beliefs, face maintenance, authoritarian personality, boutique counterfeit, consumer attitude, institutional theory
統計
Statistics
本論文已被瀏覽 5716 次,被下載 1642
The thesis/dissertation has been browsed 5716 times, has been downloaded 1642 times.
中文摘要
隨著中國改革開放以來經濟快速起飛,中國在成為世界工廠的同時也因為人民收入提高而對奢侈消費產生需求。然而在貧富差距極大的中國市場中,無力購買具有炫耀性意義的奢侈品之消費者便轉向透過仿冒品以滿足其需求。
對於中國仿冒猖獗的議題,以往研究多指向受到中華文化影響,然而卻鮮有從更細分的角度分析之研究,因此本研究透過將華人文化特質中的遵從權威取向與面子維護特性做為討論的基調,並透過體制理論的觀點,加入對規範層面之規範信念與法規層面之法規缺漏認知兩個影響消費者對於仿冒精品購買行為態度之認知因素,藉以探討華人文化特質中的遵從權威取向與面子維護類型、規範信念與法規認知對於消費者仿冒精品購買行為態度是否造成影響。並透過人口統計變項(性別、年齡、教育程度、每月可支配所得等)分類討論收集到之樣本。此外,針對台灣與中國之受訪者作分析,比較兩國之間在本研究模型所提出之各認知變項上之差異。
本研究發現,透過體制觀點,針對文化構面做更細緻的切割與加入規範信念與法規缺漏認知對於探究消費者對仿冒精品購買型無態度確有幫助。本研究提出之假設成立部分:
1. 遵從專業型權威傾向越強之消費者對仿冒精品購買行為態度越低。
2. 消費者對仿冒精品購買行為態度隨著消費者認為其重要關係人與團體對仿冒精品購買行為越認同而越高(規範信念)。
本研究提出透過文化構面做為策略考量的區隔,從更深層的文化因素探討中國市場仿冒猖獗的問題,提供精品品牌廠商在中國市場中對抗仿冒問題的不同思維。
Abstract
With the blooming of economy after the policy of reforming and opening up, China has become the world's factory, and meanwhile, the increasing income level has led to the demand for luxury consumption. However, those who cannot afford luxury consumption in the Chinese market turned to the counterfeit goods to meet their needs for a conspicuous satisfaction.
For the counterfeiting issues in Chinese market, Chinese cultural has been blamed for the main cause, but rarely have researchers taken a delicate view of Chinese culture. This study take the concepts of authoritarian personality and face maintenance which are important in the Chinese cultural characteristics, combining with normative beliefs and cognition of regulative failure as independent variables to identify their relations with the attitude toward counterfeit boutique purchasing behavior, the dependent variable in this study. Meanwhile, we discovered some interesting findings after comparing data from Taiwan and China.
In this study, cultural dimensions are used in market segmentation of strategic consideration, hoping for discuss the rampant counterfeiting problems in China. This study provides quality brands in the Chinese market different ways of thinking to fight against counterfeiting.
目次 Table of Contents
論文審定書 i
誌謝詞 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻回顧 5
第一節 仿冒相關議題研究 5
第二節 仿冒精品購買行為態度 11
第三節 體制理論 14
第四節 規範信念 16
第五節 法規缺漏認知 17
第六節 華人文化特質 18
第三章 研究設計 25
第一節 研究架構 25
第二節 研究方法 26
第三節 操作化定義與問卷設計 27
第四節 分析方法 36
第四章 資料分析與結果 38
第一節 樣本結構分析 38
第二節 仿冒精品購買行為態度分析 43
第三節 仿冒精品購買行為態度之研究發現 60
第五章 結論與建議 72
第一節 結論 72
第二節 管理意涵與建議 75
第三節 研究限制與未來研究建議 79
參考文獻 81
中文部份 81
英文部份 82
附錄 影響購買仿冒精品行為態度之認知因素問 85

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