消费者感知相似度对仿冒奢侈品购买意向影响的实证研究

An Empirical Research into the Impact of the Consumers' Perceived Similarity on the Purchase Intention of Counterfeit Luxury Products

探究消费者感知相似度对仿冒奢侈品购买意向的影响有助于解释消费者购买仿冒品的行为。论题构建了感知相似度对仿冒奢侈品购买意向影响的概念模型,在中国大陆、中国香港和新加坡采用便利抽样方式对公司员工进行了实地调查,并运用结构方程模型进行了实证研究。结果表明,消费者感知相似度对消费者的仿冒品购买意向存在着间接影响,没有直接效应,购买真品的失调和购买仿冒品的压力在感知相似度和购买意向的关系中具有完全中介作用;消费者所在国家(地区)对消费者感知相似度与仿冒品购买意向的关系具有调节作用。

Exploring the impact of the consumers＇ perceived similarity on the purchase intention of counterfeit luxury products can help explain the consumers＇ behaviors of buying the counterfeits. This paper constructs a conceptual model about the impact of the perceived similarity on the purchase intention of counterfeit luxury products,carrying out a field survey of company employees by convenience sampling conducted in China's Mainland,Hong Kong and Singapore,as well as an empirical study by adopting the structural equation model. The result shows that the consumers＇ perceived similarity has the indirect impact but no direct effect on the purchase intention of counterfeits. And the dissonance due to buying the genuine and the pressure due to buying the counterfeits play the fully intermediary roles in the relationship between the perceived similarity and purchase intention while the country（ region） where the consumers consume plays the regulating role in the relationship between the consumers＇ perceived similarity and purchase intention of counterfeits.