摘要
很多消费者都有购买品牌产品的意愿,但是有限的购买能力促使许多消费者只能购买仿冒品.虽然仿冒品可以满足消费者的需求,但是仿冒品会给使用者带来一定的负面影响.利用消费者态度功能理论以及认知失调理论来研究使用仿冒品对不同消费态度的消费者产生的心理不真实性影响以及仿冒品的品牌显著性对不真实性影响的作用.
Many consumers have the desire to purchase brand products. But with limited purchasing power, they have to purchase counterfeit products instead. Although counterfeit products can increase consumer welfare, they really do harm to users. The paper uses attitude function theory and cognitive dissonance theory to analyze the inauthentic influence on counterfeit products users with different consuming attitude when brand conspicuousness as a moderator or not.
出处
《西南民族大学学报（自然科学版）》
CAS
2013年第6期967-970,共4页
Journal of Southwest Minzu University(Natural Science Edition)
基金
国家自然科学基金(71072059)
上海市浦江人才计划(10PJC060)
关键词
仿冒品
社会调节
价值表达
品牌显著性
counterfeit product
social-adjustive
value-expressive
brand conspicuousness
