【作者】 吴琼；

【导师】 赵树宽；

【作者基本信息】 吉林大学 ， 工商管理， 2021， 博士

【摘要】 随着中国经济的高速发展,中国消费者对奢侈品的购买力越来越强。与欧美国家不同的是,中国消费者对奢侈品的认知和消费观念有自身的一套逻辑,这和中国的经济发展水平和文化因素有关。中国的奢侈品消费者多为经济实力不足的年轻人,其购买奢侈品的最主要原因在于炫耀和体现个性。然而,由于中国缺乏本土的奢侈品品牌,国内消费者又盲目推崇国外品牌,但由于对国际奢侈品品牌的认知不足,所以很容易主观或非主观地购买仿冒奢侈品。作为“世界工厂”,中国的制造业非常发达,仿冒奢侈品也非常多。在过去,中国的仿冒奢侈品大多都质量不高、品质较低。但如今随着科技和制造水平的提高,仿冒品尤其是仿冒奢侈品的质量得到了大幅度提高。很多仿冒奢侈品在外观上几乎和正品一样,让人难以鉴别真假。如果说质量较低的仿冒奢侈品只给那些经济实力有限但又想拥有奢侈品的消费者提供了一个自娱自乐的机会,但是随着仿冒奢侈品的质量越来越高,越来越多的消费者,包括经济实力较高的消费者也开始购买仿冒奢侈品,这给正品奢侈品带来了非常大的危害。仿冒奢侈品之所以能在市场上存在,最重要的原因在于市场上存在一定规模的消费群体。要遏制甚至消灭仿冒奢侈品要从消费者入手。通过对消费者的仿冒奢侈品购买意愿的形成机理进行研究,了解消费者购买仿冒奢侈品的原因,从而可以采取相应的措施,控制消费者的仿冒奢侈品购买行为。因此,本文基于计划行为、风险感知、认知失调和印象管理等理论,从消费者感知、规范和文化等多重视角,对仿冒奢侈品购买意愿的影响因素及形成机理进行研究。分析仿冒奢侈购买意愿的影响因素,探讨不同因素对仿冒奢侈品购买意愿影响的机理。运用结构方程模型分析和Bootstrap检验等方法,对相关假设进行检验,明确不同因素对仿冒奢侈品购买意愿的影响程度,找出影响仿冒奢侈品购买意愿的关键因素。本文的研究结论主要有以下五点:第一,消费者购买仿冒奢侈品时,价值感知与消费者购买仿冒奢侈品的意愿存在着显著的正向影响关系。消费者的价值感知对仿冒奢侈品购买意愿的影响还会受到态度的中介作用。第二,消费者购买仿冒奢侈品时,风险感知与消费者购买仿冒奢侈品的意愿存在着显著的负向影响关系。消费者的风险感知对仿冒奢侈品购买意愿的影响也会受到态度的中介作用。第三,消费者购买仿冒奢侈品时,社会规范与消费者购买仿冒奢侈品的意愿存在着显著的负向影响关系。社会规范对消费者仿冒奢侈品购买意愿的影响会受到态度以及个人规范的双重中介作用。第四,消费者购买仿冒奢侈品时,个人规范与消费者购买仿冒奢侈品的意愿存在着显著的负向影响关系。消费者的个人规范对仿冒奢侈品购买意愿的影响会受到态度的中介作用。第五,消费者购买仿冒奢侈品时,消费者面子意识中的保全面子意识与消费者购买仿冒奢侈品的意愿存在着显著的负向影响关系,而获得面子意识对消费者购买仿冒奢侈品意愿的影响不显著。消费者的获得面子意识会正向调节仿冒奢侈品的态度对购买意愿的影响。消费者的保全面子意识会负向调节仿冒奢侈品的态度对购买意愿的影响。本文的研究贡献主要有以下三个方面。第一,本文基于消费者感知视角,从价值感知和风险感知两个方面,以消费者对仿冒奢侈品的态度为中介变量,探讨消费者感知对仿冒奢侈品购买意愿的影响机理,对比价值感知和风险感知对仿冒奢侈品购买意愿的影响差异,深化了消费者感知视角对仿冒奢侈品购买意愿的影响研究。第二,本文基于规范视角,从社会规范和个人规范两个方面,探讨规范对仿冒奢侈品购买意愿的影响机理,剖析社会规范和个人规范之间的作用关系,拓展了规范视角对仿冒奢侈品购买意愿的影响研究。第三,本文基于文化视角,以面子意识为切入点,并将其分为获得面子和保全面子两个维度,深入解析面子意识对仿冒奢侈购买意愿的影响,对比不同维度的面子意识对仿冒奢侈购买意愿的影响差异,同时探讨了面子意识对仿冒奢侈品购买意愿的态度与购买意愿之间关系的调节作用,对现有面子意识的相关研究进行了补充。基于实证分析结果,从政府和企业两个层面,提出抑制仿冒奢侈品消费的管理建议,推动我国奢侈品行业健康有序发展。在政府层面,可以采取的措施包括:(1)降低奢侈品关税,从而降低奢侈品的价格;(2)加强对公众的法制和消费价值观宣传;(3)加强对仿冒奢侈品的打击;(4)发展经济,提高消费者的收入。在奢侈品企业层面,可以采取的措施包括:(1)适当降低奢侈品正品价格,提高产品的性价比;(2)在产品外观上增加仿冒奢侈品模仿的难度;(3)突出品牌标识;(4)强调奢侈品的社交赠礼的价值;(5)企业联合,共同打击仿冒奢侈品;(6)提升消费者的奢侈品知识,引领消费者正确的消费方式。总之,本文将消费者自身的感知、外部的规范以及中国文化中的面子意识等多重因素整合一个分析框架,全面解析了仿冒奢侈品购买意愿的形成机理,对比不同因素在影响消费者的仿冒奢侈品购买意愿中的作用,这是本文最大的研究贡献。更多还原

【Abstract】 With the rapid development of the economy in China,the purchasing power of Chinese consumers on luxury goods is getting stronger and stronger.Different from the developed countries,Chinese consumers have their own logic on the perception and consumption concept on luxury goods,which is related to the level of economic development and cultural factors.Chinese luxury consumers are mostly young people with insufficient economic power,and the main reason for them to buy luxury goods is to show off and reflect their individuality.Nevertheless,due to the lack of local luxury brands in China and the blind admiration of foreign brands by domestic consumers,it is easy for them to buy counterfeit luxury goods subjectively or non-subjectively due to the insufficient knowledge of international luxury brands.As the "factory of the world",the manufacturing industry is very developed in China,so there are many counterfeit luxury goods.In the past,most of the counterfeit luxury goods were low quality and low quality.But nowadays,with the improvement of technology and manufacturing level,the quality of counterfeit goods,especially the counterfeit luxury goods,has been greatly improved.Many counterfeit goods are almost identical to the genuine ones in appearance,which makes it difficult to distinguish the real ones from the fake ones.If the counterfeit luxury goods with lower quality only provide an opportunity for those consumers who have limited economic power yet want to own luxury goods to amuse themselves,but as the quality of counterfeit luxury goods becomes higher and higher,more and more consumers,including those with higher economic power,also start to buy counterfeit luxury goods,which brings more harm to genuine luxury goods.The most important reason for the survival of counterfeit luxury goods in the market is the existence of a considerable scale of consumer groups in the market.To curb or even eliminate counterfeit luxury goods,we have to start from consumers.By examining consumers’ willingness to purchase counterfeit luxury goods,corresponding measures can be taken so as to control consumers’ purchasing behavior of counterfeit luxury goods.Thus,based on the theories of planned behavior,risk perception,cognitive dissonance and impression management,this paper investigates the influencing factors and mechanisms of counterfeit luxury purchase intention from multiple perspectives of consumer perception,norms and culture.This paper analyzes the factors influencing the purchase intention of counterfeit luxury goods,explores the mechanism of different factors on the purchase intention of counterfeit luxury goods;uses the methods of structural equation modeling and Bootstrap test to test the relevant hypotheses,clarifies the influence of different factors on the purchase intention of counterfeit luxury goods,and finds out the key factors influencing the purchase intention of counterfeit luxury goods.The findings of this paper are mainly five points as follows.First,there is a significant positive influence relationship between consumers’ value perception and willingness to purchase counterfeit luxury goods.The influence of consumers’ value perception on willingness to purchase counterfeit luxury goods is mediated by attitude.Second,there is a significant negative relationship between consumers’ risk perception and willingness to purchase counterfeit luxury goods.The influence of consumers’ risk perception on willingness to purchase counterfeit luxury goods is also mediated by attitude.Third,there is a significant negative relationship between social norms and consumers’ willingness to purchase counterfeit luxury goods.The influence of social norms on consumers’ willingness to purchase counterfeit luxury goods is mediated by both attitudes and personal norms.Fourth,there is a significant negative relationship between consumers’ personal norms and willingness to purchase counterfeit luxury goods.The influence of consumers’ personal norms on willingness to purchase counterfeit luxury goods is mediated by attitude.Fifth,there is a significant negative influence relationship between consumers’ consciousness of preserving face and willingness to purchase counterfeit luxury goods,while the influence of consumers’ consciousness of pursuing face on willingness to buy counterfeit luxury goods is not significant.Consumers’ sense of pursuing face will positively moderate the influence of the attitude of counterfeit luxury goods on the purchase intention.Consumers’ consciousness of preserving face will negatively moderate the influence of the attitude of counterfeit luxury goods on the purchase intention.The research contributions of this paper are mainly in the following three aspects.First,based on the perspective of consumer perception,this paper explores the influence mechanism of value perception and risk perception on the purchase intention of counterfeit luxury goods,compares the influence difference between them,which deepens the research on the influence of consumer perception perspective on the purchase intention of counterfeit luxury goods.Second,based on the perspective of norms,this paper explores the influence mechanism of social norms and personal norms on the purchase intention of counterfeit luxury goods,analyzes the relationship between them,which expands the research on the impact of the perspective of norms on the purchase intention of counterfeit luxury goods.Third,based on perspective of culture,this paper takes face consciousness as the entry point and divides it into two dimensions,namely,pursuing face and preserving face,to deeply analyze the influence of face consciousness on counterfeit luxury purchase intention,compare the difference of different dimensions of face consciousness on counterfeit luxury purchase intention,the moderating effect of face consciousness on the relationship between attitude and purchase intention of counterfeit luxury goods is also explored,which complements the existing research on face consciousness.Based on the results of the empirical analysis,this paper proposes countermeasures to curb the consumption of counterfeit luxury goods at the levels of government and enterprises,so as to promote the healthy development of the luxury goods industry in China.At the level of government,the measures that can be taken include(1)lowering the tariff of luxury goods,thus lowering the price of luxury goods;(2)strengthening the publicity of legal system and consumption values to the public;(3)strengthening the fight against counterfeit luxury goods;(4)developing the economy and raising the income of consumers.At the level of luxury goods enterprises,the measures that can be taken include:(1)appropriately lowering the price of genuine luxury goods and improving the cost performance of products;(2)making it more difficult to imitate the counterfeit luxury goods in terms of product appearance;(3)highlighting the brand logo;(4)emphasizing the value of luxury goods as social gifts;(5)joint efforts of enterprises to fight against counterfeit luxury goods;(6)improving the luxury goods knowledge of consumers and leading them to correct way of consumption.In conclusion,this paper integrates multiple factors such as consumers’ own perceptions,external norms and face consciousness in Chinese culture into one analytical framework,comprehensively analyzes the formation mechanism of counterfeit luxury goods purchase intention,and compares the roles of different factors in influencing consumers’ purchase intention of counterfeit luxury goods,which is the biggest research contribution of this paper.更多还原