网络消费者仿冒品购买意图的实证研究——基于TAM和TPB集成视角

基于TAM和TPB集成的视角,以仿冒品为研究对象,从网络消费者的感知利益和感知风险出发,构建网络消费者仿冒品购买意图的概念模型,从而分析网络消费者仿冒品购买意图的形成路径。在设计相关变量测量量表的基础上,通过问卷调查获取相关数据,用SPSS19.0进行问卷信度及效度分析后,利用AMOS19.0验证概念模型。实证研究结果表明:网络消费者的感知利益、感知有用性和感知易用性影响仿冒品购买态度;而购买态度、感知有用性、主观规范性和感知行为控制影响网络消费者的购买意图,不过网络消费者的感知风险对仿冒品的购买态度影响不显著。因此,对品牌企业而言,应注重提高其网络平台的感知易用性,充分关注网络消费者的感知利益,建立查假打假职能部门,实现品牌企业联合协同打假。

In view of the integration of TAM with TPB, with the counterfeit bags as the research object, a conceptual model has been set forward about web consumers＂ purchase intentions to counterfeit goods in view of the perceived benefit and perceived risk to shed light on the formation route of network consumers＂ purchase intentions. Based on the relevant scales, one questionnaire was designed to collect data, by means of SPSS19.0 to do reliability and validity analysis, and then AMOS19.0 was used to verify the concept model. Empirical results show that the consumers＂ perceived benefits, perceived usefulness and perceived ease of use have influence on their attitude towards online shopping counterfeit goods, and then purchase attitude, perceived usefulness, subjective norm and perceived behavior control have influence on consumer purchase intention. However, the web consumers＂ perceived risk did not have significant impacts on the attitudes toward buying counterfeit goods. For brand enter- prises, it is necessary for brand enterprises to improve the perceived ease of use of brand enterprise network platform, pay full attention to the perceived benefits of network consumers, establish functional departments of cracking down on fake products, and crack down counterfeit goods, and fight against counterfeit goods jointly.