仿冒奢侈品购买行为的影响因素——基于巴基斯坦消费者的研究

Factors of Luxury Counterfeiting Behavior——Empirical Study of Pakistan Consumers

仿冒奢侈品购买是消费者行为中的一种特殊购买行为。消费者为什么对仿冒品感兴趣,是什么原因导致消费者购买仿冒品?这些问题的解答对于探索消费者行为具有重要意义。本研究主要针对奢侈品牌的仿冒产品的非欺骗性的行为进行研究,试图探讨价格、声誉、独特性和质量对仿冒品购买意愿的影响,探索影响消费者购买仿冒品的相关因素。通过对巴基斯坦的消费者进行研究,发现价格、独特性和质量会显著地影响消费者对仿冒品的购买,而品牌声誉却没有显著的影响。

The purchase behavior of counterfeit product is a special phenomenon in the marketing field. Why consumers prefer to counter products, and what factors may affect their consumption behavior?The answer to these questions contributes to the theory of consumer behavior.The aim of this study is to analyze the impact of price,prestige,uniqueness and quality on the counterfeit product(s) buying. non-deceptive buying behavior was observed in this research. The results show that price,uniqueness and quality can significantly affect counterfeit buying,while prestige showed insignificant results.