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|Other Titles: ||A study of the purchase motivation and intention on counterfeit luxury goods|
|Authors: ||邵澤淵;Shao, Tse-Yuan|
王居卿;汪美伶;Wang, Chu-Ching;Wang, Mei-Ling
|Keywords: ||精品仿冒品;Counterfeit Luxury Goods;Purchase Motivation;Purchase Intention;Perceived Quality;perceived value;Material Principle;消費者購買意圖;購買動機;知覺品質;知覺價值|
|Issue Date: ||2011-12-28 16:25:28 (UTC+8)|
The sales of counterfeit luxury goods raise rapidly and their economical scale have become a huge problem which can’t be underestimated. Therefore, how to eliminate counterfeit luxury goods has become an important issue. Using the strict criminal laws, offering education or emphasizing the ethical concept is the way to rectify the situation, but we can’t entirely stop the selling of counterfeit luxury goods. The motivation of selling counterfeit luxury goods is from the support and purchase of consumers; therefore, reducing the purchase intention of consumers is the best way to stop the selling of counterfeit luxury goods.
The major purpose of this study is to explore the relationship between consumers’ purchase motivation , (such as perceived quality, perceived value and the materialism) and purchase intention to the counterfeit luxury goods. First, according to the related literature and basic theory, we build up the structure and assumptions of this study. This research will collect information by paper questionnaires and random sampling distribution. The distribution area will be focused on the office women workers in grand Taipei. A total of 314 valid questionnaires were obtained and will be analyses and processed by SPSS statistic software windows 17.0 version. The methodologies including: descriptive statistical analysis, reliability analysis, factor analysis, correlation analysis, regression analysis and statistical test. Some major findings in this study are:
1. Consumers indicated that the perceived quality, perceived value and materialism of consumers purchasing counterfeit luxury goods have a significant positive effect on purchase intention. And the influence strength is as follow: materialism> perceived quality> perceived value.
2. Consumers involvement on purchase intention are highly negatively correlated, it means that the more sense of counterfeit luxury goods the consumers have, the lower purchase intention they have.
3. Consumers involvement of counterfeit luxury goods will interfere the structure doesn’t come into existence. The reason may be that the general consumer public awareness of subjective "quality counterfeit goods," is a fake, that such items are not necessities of life, is impulsive spending, and purchase expensive boutique significantly different consumption patterns.
|Appears in Collections:||[全球華商經營管理數位學習碩士在職專班] 學位論文|
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