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。

Theoretic Analyses of Consumers' Behaviors of Purchasing Counterfeit Goods

The issues of counterfeiting famous brand and illegal trade have been plaguing the governments and relevant enterprises,and anti-counterfeiting also was immersed in an endless war.The traditional anti-counterfeiting strategies were aimed mostly at the supply side of counterfeit goods,without paying much attention to the demand side,and there are deficiencies in understanding the behaviors of consumer purchasing counterfeit product and the effective policy and measure of suppressing demand.Based on the existing literature and using behavioral science theory,in this article consumer behaviors of purchasing counterfeit product which consist of consumer motivation to buy counterfeits,behavior intention,purchase decision,and post-purchase dissonance,and so on,were explained and analyzed theoretically,in order to understand the inner mechanism of behavior of purchasing counterfeits,and provide a theoretical basis and new ideas to help enterprises to develop anti-counterfeiting strategies.