信息感知情境下仿冒品购买行为的羊群效应研究

Analysis of Herding Effect in Counterfeit Products Purchasing Behavior under the Situation of Information Perception

从信息感知情境视角探析消费者仿冒品购买行为的动因及作用机理,并进一步探讨羊群效应与品牌显著度在其中的调节作用。结果表明:对于品牌显著性高的产品,通过产品态度与质量感知的完全中介作用,感知相似情境正向影响消费者仿冒品购买意愿,并且在羊群效应的调节下其影响作用增强;而对于品牌显著性低的产品,感知相似情境对仿冒品购买意愿的影响并不显著。

From the situation of information perception perspective, this paper analyzes the motivation of consumers＇ counter- feit products purchasing behavior and the mechanism underlying it. Further, it analyzes the moderation effects of herding and brand prominence. Results reveal： forproduets that have high brand prominence, the similarity situation have positive effect on counterfeits purchase intention, and this relationship is fully mediated by consumers＇ attitude and quality percep- tion. What＇s more, the positive influence would be strengthened when the herding phenomenon is present. However, for- products that have low brand prominence, the effect of similarity situation on counterfeits purohase intention is not signifi- cant.