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。

The Dynamic Mechanism of Repeated Consumption to Counterfeit Goods

The phenomenon of counterfeit goods became a concern in a commercial society and repeated consumption is an important form of its popularity.This study builds satisfaction integration model of counterfeit goods with consumer to explore the reason and mechanisms of repeated consumption of counterfeit goods.Through surveys and analysis,the following main conclusions are obtained: 1) product involvement of consumers,motivations of luxury goods consumption,consumer recognition and honest awareness of the brand have a significant impact to performance expectations and performance perceptions of counterfeit goods;2) performance expectations and performance perceptions of counterfeit goods have a significant positive impact on satisfaction and repeated consumption.These indicate that repetitive consumption of counterfeit goods are based on specialty and honesty of consumers and driven by higher consumer expectations and real feeling after use.These are presents challenges for brand strategy to fight counterfeit goods.