透视消费者购买仿冒品行为：基于感知利益感知风险视角.docVIP

透视消费者购买仿冒品的行为：基于 感知利益和感知风险的视角 摘要：本文从感知利益和感知风险的角度分析、探索影响消费者购买仿冒品的主要因素。因子分析的结果显示，消费者购买仿冒品主要是基于仿冒品所能提供的五种感知利益：节约利益、时尚利益、形象利益、轻松利益和信息利益。消费者不购买或少购买仿冒品主要是基于以下四种风险：道德风险、人际风险、质量风险和法律风险。基于消费者对感知利益和感知风险的不同态度，我们将仿冒品购买者分成四种类型：时尚追求者、谨慎节约者、自我约束者和轻松便利者。本文并针对不同消费人群的特点提出管理建议。????????关键词：仿冒品　感知利益　感知风险　消费人群????????????????An Exploration on Customers’ Counterfeit Purchasing Behaviors:????????From the Perspectives of Perceived Benefits and Perceived Risks????????????????Abstract：This study explores the factors that influence consumers attitude towards counterfeit from the perspectives of perceived benefits and perceived risks. The result of factor analysis indicates that consumers use counterfeit in order to obtain one or more of the five different benefits: price benefit, fashion benefit, symbol benefit, cognition benefit and information benefit. However, there are four factors that hinder consumers from using counterfeit: moral risk, interpersonal risk, quality risk and lawful risk. Based on the difference among consumers perceptions of benefits and risks, we classify all consumers into four segments: fashion seekers, conservative consumers, self-restrict consumers, and convenience-oriented consumers. Consumers in different segments vary on their frequencies and spending of counterfeit purchase. Furthermore, we provide managerial advice for each segment according to their characteristics. The article concludes with a discussion of the theoretical and practical implications of this research.????????Keywords: Counterfeit, Perceived Benefit, Perceived Risk, Customer Segmentation????????????????一、研究背景????????2004年的统计数字显示，世界商品贸易的7%，约5120亿美元，与仿冒品交易有关 (Balfour, 2005)。根据世界反假冒组织 (Global Anti-Counterfeiting Group)的数据，世界服装产量的11%都是假冒产品。自1982年我国颁布《商标法》以来，各级工商行政管理机关查获了大批商标侵权假冒案件。据统计，2001年至2005年6月底，全国共查处商标侵权假冒案件13.1万件。????????目前，已有学者对厂商生产和销售仿冒品的动因进行了研究 (Bush, Bloch 和Dawson, 1989; Carty, 1994; Olsen 和Granzin, 1992; Wee, Tan 和Cheok, 1995)，但对什么因素促使消费者购买仿冒品而不是正品的研究还远远不够 (Bloch, Bush和Campbell,