【作者】 张家友；

【导师】 张剑渝；

【作者基本信息】 西南财经大学 ， 市场营销管理， 2013， 博士

【摘要】 假冒被称为21世纪的灾难(全球反假冒联盟,2008)。中国则被认为是世界上制假贩假最严重的地区之一(Dboson,2000)。由于假品贸易的非法性,交易往往是隐蔽进行的,造成很难获得准确的假品贸易数据,因而对假品贸易的具体金额有不同的判断。大部分经济组织估计世界贸易总量的5%-7%为假品贸易(国际反假联盟,2005；国际知识产权组织,2003；世界关税组织,2004：经济合作与发展组织,2007；国际商会,2007)。从学术研究的角度看,西文学术界对假冒问题的研究文献已从早期仅从供应方角度的解释转向对需求方的分析,一些学者甚至断言导致假冒现象存在和快速发展的首要原因在于消费者对假冒商品的需求(Gentry et al.,2001)。中国学者对假冒问题的研究重点仍集中在从供应方角度分析假冒伪劣现象存在的原因、危害及治理对策上；大多数研究将消费者购假行为视作非知情购假行为,对消费者的知情购假行为研究较少。比较而言,中国学者对假冒问题的研究多集中在现象分析上,侧重描述性分析和理论性分析,实证研究较少,缺乏从消费者角度研究购假行为的理论成果。因此,中国对假品研究的现状与现实需要之间存在较大落差。伴随着中国市场经济的发展,经济组织的集中度得到逐步提高,消费者具备了更丰富的消费经验,消费者的购假行为中知情购假的数量和比例正逐步提高。众多学者认为,正是由于需求的存在,为造假者提供了动力,如果对假品的需求得不到抑制,即使企业和政府严格控制假品的供给,造假者总有能力发现新的供应渠道向消费者提供假品(Alber-Miller,1999)。因此,本文将研究对象集中于消费者的知情购假行为。具体研究思路如下：(1)确定研究对象和范围。本研究针对中国消费者特别是在校大学生的知情购假行为。(2)明确研究目的。本研究旨在探讨这类行为背后的影响因素及其作用路径。(3)构建理论模型。本研究从大学生消费者在知情购假时既面临“诱惑”,又有内心“排斥”两种心理过程的冲突入手,试图以这两个变量作为核心变量,围绕其前因后果的概念提取和概念界定,分析这些因素之间的相互关系和作用路径,并构建既能高度描述知情购假行为过程又能解释其前因、路径的理论模型。(4)情景假设。本研究选择大学生比较熟悉的耐克休闲鞋(品牌影响力较大)和特步休闲鞋(品牌影响力相对较小)作为情境假设中的选购对象。为验证合法性压力的影响作用,作出如下情景假设：“国家出台一部新的法律,规定凡是购买或携带假冒商品者,无论其是否事先知晓所购商品为假冒品,一经发现,即将没收假冒品并处以真品价格1-2倍的罚款。”由此形成2(品牌影响力大/小)×2(合法性压力大/小)共4种情景设计。(5)实证分析。根据设计的量表,对不同情景下的消费者所感知的假品诱惑力、假品排斥倾向及其知情购假意愿进行问卷调查,通过回收的问卷进行实证分析,验证相关假设。(6)依据分析结论提出降低消费者知情购假意愿的治理措施。经研究,本文主要结论如下：(1)消费者的知情购假意愿受到一正一反两股力量的影响。对消费者知情购假意愿起到正向作用的是假品诱惑力,即消费者在特定情境下面临假品时所感知到的假品吸引力。对消费者购假意愿起负向作用的是假品排斥倾向,即消费者拒绝假品的态度倾向。(2)假品与真品的价格差、品牌影响力、感知替代性、面子意识会正向地影响消费者所感知的假品诱惑力。感知风险会负向地影响消费者所感知的假品诱惑力。(3)面子意识、感知风险、合法性压力会正向的影响消费者的假品排斥倾向。假品与真品的价格差会负向的影响消费者的假品排斥倾向。(4)面子意识包括了两个维度,“想要面子”和“怕丢面子”。越想要面子的消费者,当其没有真品的购买能力时,假品对他(她)的吸引力越大。越怕丢面子的消费者,因害怕使用假品而被他人识破,对假品的排斥倾向越强。因此,面子意识既正向地影响假品诱惑力,又正向地影响假品排斥倾向。(5)目前消费者普遍存在购买假品的无过错认知。由于没有针对消费者购假用假的相关处罚规定,因此消费者普遍不认为购假用假是违法行为。甚至当本研究在情景假设中,提出国家要针对消费者的购假用假行为出台相应的处罚措施后,被访者出现了明显的对该虚拟处罚规定的抵触情绪。笔者认为,论文的创新主要表现在以下几个方面：(1)本研究发现,对于非正常的消费行为,或对消费者有较大风险的一些有害需求,例如知情购假、上网成瘾、酗酒等,消费者均可能在面临诱惑的同时,对这些需求产生或强或弱的排斥倾向。而消费者的最终行为意向是在这两股力量共同作用下的结果。因此,类似行为均可以运用“诱惑”、“排斥”框架对其消费意愿展开研究。(2)本研究提出并界定了“假品诱惑力”的概念。将“假品诱惑力”构念分解为两个维度：精神诱惑和物质诱惑。开发并验证了“假品诱惑力”量表。该量表的开发成功,可为其它有害需求诱惑力量表的开发提供借鉴意义(3)本研究通过情境假设的方法,假定国家出台了针对消费者知情购假行为的处罚措施。验证了相关处罚规定会显著提高消费者在知情购假时的合法性压力,从而增加消费者对假品的排斥倾向,并将能够降低消费者的知情购假意愿。具有理论上的认知作用和实践中的指导作用。(4)本研究发现,消费者的知情购假行为在所有购假行为中的比例呈上升趋势,而在知情购假的情形下,正是由于需求的存在催生了假品交易。因此,如何降低消费者对假品的需求成为治假的根治之术。基于本研究的实证结论,作者从政府、企业、消费者三方面提出了降低消费者知情购假意愿的相关措施。本文的研究局限表现在三个方面。一是调研产品是大学生熟悉的知名品牌休闲鞋,这与购买假冒奢侈品等炫耀性消费行为可能存在区别；二是本研究采用了情景模拟法,虽然情景设计都基于访谈和预调研,但仍然无法百分之百地保证场景的合理性,相比于使用实物和利用一个实际控制的场景进行实验来说,还是不可避免地会带有一些局限性；三是研究者在问敏感性的问题(例如,性)、避讳的问题(例如,自杀、同性恋等)时,所得到不是拒答,就是规范性的答案,规范性的答案就是合乎社会规范的答案。知情购假亦属于此类敏感性问题,因此,被访者在回答问题时,可能会考虑“社会怎么看这个问题”,而不是“自己认为是怎样”,从而造成调查结果出现“社会期待偏差”,进而影响问卷的效度。更多还原

【Abstract】 Counterfeiting is acknowledged as the disaster of21century (International AntiCounterfeiting Coalition, IACC,2008). In point of academic research, western literatures concerning counterfeiting have switched their research subject from the suppliers to the demand side, with some works alleging that consumers demand is the leading cause of counterfeit goods transactions and its rapid development (Gentry et al.,2001). However, Chinese studies about counterfeiting still focus on topics of its causes, its negative effect and countermeasures from the perspective of suppliers. Most studies regarded customers’ purchasing counterfeit as an unwitting behavior, while researches on knowingly purchasing counterfeit are scarce.With the booming of Chinese market economy, the quantity and proportion of knowingly purchasing counterfeit keep increasing in counterfeit goods consumption. In accordance with the fact, this paper concentrates on the study of knowingly purchasing counterfeit. Specific research process is as follows:(1) Defining the research objects. Prior works has principally studied the purchase of counterfeit luxury goods. This paper extended the study to the knowingly purchasing of counterfeit products of generally well-known brands.(2) Constructing the theory model. This paper put forward the constructs of "allure of counterfeit" and "tendency to resist counterfeit", based on which constructed the model of intention to purchase counterfeit knowingly.(3) Situational simulation. This paper used a scenario-based survey and a2(brand influence, high/low)*2(legitimacy pressure, high/low) design.(4) Empirical study. According to the designed scales, this part analyzed consumers’ perceived allure of counterfeit, tendency to resist counterfeit, the intention to purchase counterfeit knowingly in different circumstances and verified the correlate hypotheses. (5) Managerial implications. The paper gave several countermeasures to reduce consumers’purchasing intention of counterfeit goods on the basis of the conclusion.Findings of this paper are as below:(1)Allure of counterfeit has positive effect on consumers’ intention to purchase counterfeit knowingly, while tendency to resist counterfeit has negative effect.(2)Price margin between counterfeit and genuine, brand influence, perceived substitution, face-saving consciousness positively influence consumers’perceived allure of counterfeit, while perceived risk acts from the opposite.(3) Face-saving consciousness, perceived risk and legitimacy pressure has a positive correlation, while price margin between counterfeit and genuine is negative correlated with consumers’tendency to resist counterfeit.(4) face-saving consciousness is consisted of "want to save face" and "afraid of losing face", has positive effect on the two dimensions of consumers’intention to purchase counterfeit knowingly, both "allure of counterfeit" and "tendency to resist counterfeit".(5)No-fault cognition is generally existed in consumers purchasing counterfeit.This paper makes several research innovations:(1) This study found that, for abnormal consuming behavior or risky demand, consumers experienced allure as well as resistance in some degree simultaneously. The ultimate behavior is the interactive result of these two forces. Consistent with the study, similar behavior can be explored with the framework of "allure" and "resistance".(2)This study proposed and defined the construct "allure of counterfeit" and decomposed it into two dimensions,"mental allure" and "material allure". It developed and verified the "allure of counterfeit" scales as well.(3)This study applied situational simulation method and assuming that our state has established penalty against knowingly purchasing counterfeit. It’s verified that penalty would significantly enhance the legitimacy pressure when purchasing counterfeit knowingly and augment consumers’tendency to resist counterfeit, which finally reduce their intention to purchase counterfeit knowingly. This finding enriched the theory and was instructive in practice.(4) Transforming the objects of cracking down on counterfeit goods from suppliers to consumers. This study confirmed that it was demand that spawned the counterfeit transactions. Therefore, reducing consumers’demand for counterfeit is the foundation of eliminating counterfeit goods.This paper still has several limitations. First, this study researched purchase behavior of brand-name casual shoes that is familiar to undergraduates, which may differ from conspicuous consumption, such as purchasing fake luxuries. Second, this study applied situational simulation method. Although the scenario design were based on interviews and pretest, absolute rationality assurance remains impossible. Finally, when asked sensitive questions (eg, sex) or taboo issues (for example, suicide and homosexuality), the respondents tend to consider "how the society view this problem" rather than "how I myself treat this issue", which may contribute to deviation from social expectation and then, impair the questionnaire validity.更多还原