【摘要】 本研究发现,消费者对于仿冒侵权的态度、伦理信念与仿冒品购买意向显著相关,关系品质对消费者仿冒侵权的态度、消费伦理信念与仿冒品购买意向有调节作用。本文丰富了从消费者伦理角度研究商业伦理的议题,增强了政府、企业与反仿冒团体干预消费者购买仿冒品意向的能力。更多还原

【Abstract】 Piracy and counterfeits not only caused serious economic losses,but also increased the huge social costs.It was believed that the desire for excessive profit is the major reason for those purchasing counterfeit activities.And most previous studies about counterfeit were from the legal or patent aspects.Consumers,however,are the actual force in the trades.So an understanding of why some consumers engage in purchasing counterfeit could be helpful in ultimately reducing the incidence of counterfeiting.We used the convenience sampling to collect data.As to data analysis,Hierarchical regression analysis.The finding revealed that the moderating effects of relationship quality existed on the relationship between attitude toward piracy,consumers’ ethical beliefs and purchasing intention of counterfeits.This study riches the business ethic topic from the consumer ethic aspect and enhanced the organization’s ability to interfere the intention of consumers to purchase counterfeits.更多还原