消费者购买仿冒品行为的理论探析

知名品牌的仿冒和非法贸易问题一直困扰着各国政府和相关企业,反仿冒也陷入了一场无休止的战争。传统的反仿冒策略大多针对仿冒品的供给方,而没有关注仿冒品的需求方,缺乏对消费者购买仿冒品行为的理解,也缺乏相应地有效抑制需求的政策措施。本文在整理和分析现有文献的基础上,借助行为科学的相关理论,从消费者购买仿冒品的动机、行为意向、购买决策、认知失调处理等方面对消费者购买仿冒品的行为进行了理论分析,以期深刻理解仿冒品购买行为的内在机制,为企业制定反仿冒策略提供理论依据和新的思路。     

Consumer concern,knowledge and attitude towards counterfeit apparel products

The purpose of this paper was to explore the relationship of three variables (concern with apparel industry issues, knowledge about counterfeiting and attitude towards counterfeit apparel products) with consumer willingness towards paying a premium for non‐counterfeit goods. The intent of the research was to develop a theoretically based foundation from which educators and apparel industry leaders can develop policy regarding counterfeit goods. Will consumer concern and knowledge influence the behavioural intent of paying more for non‐counterfeit goods? We surveyed 244 undergraduate students within a fashion and apparel programme at a large Midwestern university. In this study, willingness to pay more for non‐counterfeit goods increased directly with greater concern, knowledge and attitude towards counterfeit apparel goods.     

The Devil might wear Prada,but Narcissus wears counterfeit Gucci! How social adjustive functions influence counterfeit luxury purchases

People buy counterfeit luxury goods for a range of reasons, including status and belonging. Previous research has shown these stem from an individual's value-expressive or social-adjustive attitudes. However, there appears to be limited research identifying a clear causal relationship between these and intention to purchase counterfeit goods, or how these attitude functions might be used to inhibit purchase of counterfeit luxury products. Using a mixed (survey/experiment) design, in two studies this research demonstrates an individual's social adjustive function has a positive influence on purchase intent for counterfeit luxury goods. However, the use of value expressive ad appeals can limit this effect on consumer decision making. The findings also demonstrate the existence of contingent effects across different levels of product involvement and product knowledge. The contingent effects help better understand the inconsistent findings in the literature regarding the influence of value-expressive and social-adjustive functions on counterfeit purchase intention, and shed light on the interplay among these variables.     

Schadenfreude,attitude and the purchase intentions of a counterfeit luxury brand

Luxury brand counterfeiting is illegal and its harmful effects on genuine brands and on the wider society are well known. Nonetheless, it has not prevented consumers to buy copies. This study introduces a new variable, Schadenfreude – the pleasure felt in response to another's misfortune – and examines how this emotion relates to the intention to purchase a counterfeit, the attitude toward the original brand, and the attitude toward the counterfeit. An online questionnaire was completed by 420 respondents who were presented a scenario involving the Louis Vuitton brand and a counterfeit. Using structural equation modeling, four hypotheses were supported. Major findings show that Schadenfreude is positively correlated with the intention to buy and the attitude toward counterfeiting and negatively correlated with the attitude toward the original brand. Luxury goods firms should be aware of the potential negative effects of Schadenfreude.     

Coping with copies: The influence of risk perceptions in luxury counterfeit consumption in GCC countries

This research investigates counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries, where consumers are so affluent that their consumption of counterfeit goods is surprising. An exploratory quantitative survey conducted in the United Arab Emirates demonstrates that though GCC nationals do purchase counterfeit luxury products, the perceived performance, psychosocial, and moral risks might prevent them from the engagement in such consumption. Based on 19 in-depth interviews, a follow-up qualitative study identifies the strategies Emiratis use to cope with the cognitive dissonance that occurs from the perception of those risks. The findings are of major interest for public policy makers and luxury brand managers fighting counterfeiting.     

Strategies to detect and reduce counterfeiting activity

While at one time counterfeit products were largely restricted to watches, designer apparel, and movies, today counterfeiting is a major problem in such diverse product categories as pharmaceuticals, automotive parts, and computer software. There are four distinct types of counterfeits: knockoffs, counterfeits that are reverse engineered from genuine goods, goods produced by outsourced suppliers on “third shifts,” and goods that do not meet a manufacturer's standards but are not properly labeled as seconds or destroyed. The quality of some counterfeits is so good that some major retailers have unknowingly purchased counterfeits. But while there are new forms of counterfeit goods, there are also new strategies for combating counterfeiting. This article describes how to detect and reduce counterfeiting activity, via a plan which consists of four steps: (1) developing early warning signals of counterfeiting; (2) budgeting to monitor, deter, and remove counterfeits; (3) using demand-side strategies to deter counterfeiting; and (4) using supply-side strategies to deter counterfeiting.     

Determinants of Consumer’s Willingness to Purchase Gray-Market Smartphones

The study analyzes the influential factors of consumers’ willingness to purchase gray-market smartphones by considering the model of novelty seeking, status consumption, integrity, and perceived risk. Attitude toward counterfeit is used as mediation in the model. The causalities in the model of problematic willingness of consumer to purchase gray-market smartphones are hypothesized. A total sample of 350 respondents with 238 effective samples is collected by interviewing with questionnaires at the service counters of telecommunications operators. Structure equation modeling (SEM) is adopted in the analysis. Consumers’ attitude toward counterfeit goods is found to be positively related to the willingness of consumers to purchase gray-market smartphones, but perceived risk is negatively related to consumers’ willingness to purchase. As for personality constructs, integrity and status consumption are found to be negatively related to consumers’ attitude toward counterfeit goods, but novelty seeking is positively related to the attitude. Further, managerial implications for branded smartphone manufacturers and telecommunications regulators are provided by the research.     

Determinants of purchase luxury counterfeit products in social commerce: The mediating role of compulsive internet use

Research on counterfeit purchase intention has attracted enough attention, and a number of studies have investigated various determinants of luxury counterfeit purchase intention in the offline context. However, less attention has focused on the underlying mechanism of the attitude toward luxury counterfeit purchase intention in the social commerce context. Moreover, extant literature has focused on the influence of compulsive internet use (CIU) on psychological well-being. Based on flow theory, this study examines the mediating role of CIU in the relationship between influencing factors (such as materialism, novelty-seeking behavior, and hedonic benefits) and consumers’ attitudes toward luxury counterfeit products. Additionally, the moderating role of product conspicuousness and positive online reviews also examined the direct effects. Data were collected from active online users of Taobao.com. Results show that materialism and novelty-seeking behavior are significantly related to CIU and subsequently influence the attitude toward luxury counterfeit goods. Furthermore, product conspicuousness and positive online reviews have moderated the direct effect of the conceptual framework. Therefore, the current research contributes to the existing literature by addressing the mediating CIU and moderating (product conspicuousness and positive online reviews) factors that played a significant role in promoting counterfeit purchase intention, comparing the direct effect to promote the counterfeit purchase intention. Theoretical and practical implications are discussed in detail.     

When counterfeits raise the appeal of luxury brands

Counterfeiting is a widespread practice throughout the world. The conventional wisdom is that it affects branded goods negatively. In this paper, however, we suggest that counterfeiting may actually benefit certain luxury brands. By means of two studies, we show how the market presence of luxury counterfeit items can increase consumers’ willingness to pay for original brands. In Study 1, we show that the presence of luxury counterfeits can increase consumers’ willingness to pay for well-known original brands, but not for lesser-known ones. Brand awareness plays a moderating role in the positive relationship between counterfeiting and willingness to pay (WTP). In Study 2, we address the psychological mechanisms that explain this increased willingness to pay. The results show that consumers’ (a) pleasure at being envied, (b) pleasure in distinguishing themselves, and (c) perception of the quality of the original goods fully mediate the relation between the presence of counterfeit in the market and consumers’ WTP for originals. We subsequently discuss the theoretical and managerial implications of the two study results.     

仿冒品重复消费的动力机制

仿冒品现象已成为商业社会中备受关注的问题,而消费者的重复消费是它盛行的重要形态之一。本文建立消费者的仿冒品满意度整合模型,来明确仿冒品被重复消费的缘由与机制。通过调查和分析得到了以下主要结论:第一,消费者的产品涉入度、奢侈品消费动机、品牌消费认同和诚信意识对于仿冒品的绩效期望和绩效感知分别有较为显著的影响;第二,仿冒品的绩效期望和绩效感知分别对于它的满意度和重复消费有较为显著的正向影响。这些表明,仿冒品的重复性消费以消费者的专业性和诚实性为基础,并受到较高的消费预期和真实的用后感驱动。这些都为知名品牌战略制衡仿冒品提出了严峻挑战。     

Counterfeit proneness: Conceptualisation and scale development

Abstract

Counterfeiting is one of the fastest-growing industries in the world across a wide range of product categories, including music, movies, food, computer software, pharmaceuticals, fertilisers, and machinery parts. Prior research focuses on deceptive counterfeiting in which the consumers are not aware about buying counterfeit products, with little attention to non-deceptive counterfeiting in which consumers knowingly purchase counterfeit products. Most of this research is fragmented and exploratory in nature, resulting in mixed or inconclusive findings that leave many important questions unanswered. For example, it is still not clear why some customers are more prone to buying counterfeit products compared to others. We address this important gap by conceptualising counterfeit proneness (CFP), an individual-level psychological trait that relates closely with counterfeit purchase behaviour. We also develop a scale to measure this trait and validate it through a series of empirical studies. Finally, we discuss some limitations of our approach and directions for future research.     

Product perishability and multistore grocery shopping

Perishability, a largely unconsidered characteristic of consumer goods, is shown to play an important role in planned multistore shopping behavior. We present a model of consumers as cost minimizing inventory managers, who choose between two stores differentiated on location and price, and who purchase perishable and nonperishable goods. We show that the interaction between perishability of goods and price differences of stores can be an important driving force for planned multistore shopping. This rationale leads to a set of propositions. One unexpected result is that as the known price difference on a basket of identical goods increases between two stores, shoppers making store choice decisions on the basis of the basket price are more likely to shop regularly at both stores. We present survey results supporting our model’s predictions.     

Countering Counterfeit Branding: Implications for Public-Sector Marketing

Counterfeit products are a large and growing problem. Counterfeiting has negative effects from both an economic and a consumer perspective. The majority of the research on counterfeiting has focused its attention at the individual level regarding consumers’ motivation toward buying counterfeit brands, which did not consider the influence of copy culture or mimesis. This paper conceptualizes counterfeit or fake branding at a cultural process level to more clearly illuminate the persistent marketing problem. First, we discuss the counterfeit-brand issue, then introduce the theory of mimesis to illuminate consumers’ relationships with counterfeit brands and issues of cultural appropriation. Next a model with implications for action and consequent propositions for policy are discussed. The paper concludes with suggestions for future research.     

CSR,Sustainability and the Meaning of Global Reporting for Latin American Corporations

Although the ethical judgment of consumers in the United States and other industrialized countries has received considerable attention, consumer ethics in Asian-market settings have seldom been explored. The purchase and making of counterfeit products are considered common, but disreputable, attributes of Southeast Asian consumers. According to the Association of South-East Asian Nations (ASEAN), Indonesia ranks third among the leading countries of counterfeit items in Asia. Retail revenue losses attributed to counterfeiting amounted to US $183 million in 2004. Therefore, elucidating the ethical perspectives of Indonesian consumers is an effective means of clarifying an important cultural influence on consumer behavior. This exploratory study of 230 Indonesians has many meaningful findings. First, certain personal attitudes apparently affect the ethical judgments of Indonesian consumers. Second, Indonesian consumers who exhibited high ethical concern over actively benefiting from illegal actions had high levels of materialism and idealism, as well as low levels of relativism. Third, materialism, idealism, and relativism significantly influenced whether benefits were created from actively engaging in some questionable activities (DELEGAL). Analytical results indicated that Indonesians with high materialism and relativism were more likely to engage in actions that were questionable but legal. Finally, consumer ethics were compared by applying demographic variables such as gender, age, education, religion, and occupation, indicating that all variables significantly varied except for religion.     

An empirical analysis of buying behaviour in UK high street womenswear retailing using the Dirichlet model

Clothes shopping behaviour is thought to be characterized by a high degree of segmentation but there appears to be little previous research to validate these assumptions. In addition, the belief that clothes shoppers are fickle has led to scepticism regarding the ability of empirical models to analyse consumer behaviour in this sector. However, an empirical analysis of 'Fashiontrak' data compiled by Taylor Nelson Sofres plc using the Dirichlet model highlights regular and predictable patterns of consumer behaviour; there appears to be little difference between how shoppers frequent womenswear retailers and how they buy fast-moving consumer goods brands despite major structural differences between the two (such as purchase frequency, pricing levels, durability of the product). The implications that these observations have on customer loyalty, marketing planning, store patronage and store location and performance planning are discussed.     

Multi-channel store image and the effects on purchase intention

Consumer practices of purchasing goods and services through multiple channels versus a single channel have become common and reflect a change in purchase behaviours. This study identifies six dimensions of the multi-channel store image and proposes that they have positive effects on purchase intention and consumer characteristics moderate the relationship. A survey questionnaire was developed and administered to shoppers of two bookstores in Taiwan. A structural model tested the direct effects of the multi-channel store image on purchase intention, and that the moderating effects of consumer characteristics. The results suggest that four of the six dimensions – financial concern, psychosocial concern, time and convenience, and usefulness influence purchase intention. Consumer characteristics (age, gender, education, occupation) did not moderate the relationship.     

Exploring the Role of Attitudinal Functions in Counterfeit Purchase Behavior via an Extended Conceptual Framework

Prior research on counterfeit purchase behavior focuses on two attitudinal functions (social‐adjustive and value‐expressive) and ignores the others (e.g., ego‐defensive, knowledge, and utilitarian), despite growing evidence that consumers’ attitudes toward a product category may serve multiple functions. We address this research gap with an extended conceptual framework that incorporates all the five attitudinal functions and explores their direct and indirect effects on counterfeit product evaluation and purchase intention. A field study with 890 shoppers in Hong Kong, a popular market for both genuine and counterfeit brands, supports most hypotheses and provides useful insights into the complex sociopsychological mechanism driving counterfeit purchase behavior.     

Segmentation of Malaysian shoppers by store choice behaviour in their purchase of fresh meat and fresh produce

Differences in retail store choice behaviour are examined for the purchase of fresh meat and fresh fruit and vegetables in Malaysia. In purchasing fresh meat, cluster analysis identified two groups of respondents who purchased the majority of the fresh meat they consumed from either modern retail stores or the traditional market. However, with regard to the purchase of fresh fruit and vegetables, cluster analysis identified three groups of respondents (modern retail shoppers, transient shoppers and traditional market shoppers). Although the clusters were labelled using similar terms, several similarities and differences were identified in the respective clusters for each food item. The findings indicate that store choice preference was based on the food product that the consumer intended to purchase.     

Values,personality traits,and packaging-free shopping: A mixed-method approach

This research examines packaging-free shopping, which contributes to reducing the negative impact of plastic packaging on the environment, and its’ relationship with green consumption values, value consciousness, and psychological traits. A mixed-methods approach is adopted with quantitative followed by qualitative research. Study 1 recruits 240 respondents from social media and the lead author's university website to examine different factors that increase consumers’ likelihood of packaging-free shopping. Study 2 recruits packaging-free shoppers from Facebook Pages, explores these findings and provides further insights. Study 1 finds that consumers are driven more by green consumer values than by value consciousness, and consumers who are more conscientious are more likely to do packaging-free shopping. Study 2 supports this by finding that green consumer values drive packaging-free shopping, but this in only one part of their green efforts. The research contributes by illustrating the importance of conscientiousness specifically in the domain of packaging-free shopping and that these packaging-free shoppers are not driven in terms of value for money but by addressing their green consumer values. We recommend that packaging-free retailers and policy makers utilize promotional efforts to communicate how packaging-free shopping provides a balance with consumers’ green values for these shoppers, how it fits in with their other green efforts, and how these shopping efforts are making a difference in helping the environment.     

Counterfeit Luxuries: Does Moral Reasoning Strategy Influence Consumers’ Pursuit of Counterfeits?

Morality, in the context of luxury counterfeit goods, has been widely discussed in existing literature as having a strong association with decreased purchase intention. However, drawing on moral disengagement theory, we argue that individuals are motivated to justify their immoral behaviors through guilt avoidance, thus increasing counterfeit purchase intention. This research demonstrates that consumers’ desire to purchase counterfeit luxuries hinges on (one of) two types of moral reasoning strategies: moral rationalization and moral decoupling. The empirical results show that each strategy increases purchase intention, but respectively through moral judgment and perceived benefit. Implications for researchers and managers are discussed.