|本期目录/Table of Contents|

[1]李 珍,鲁 成.服装消费者仿冒奢侈品购买行为机理研究[J].丝绸,2018,55(5):051109.[doi:10.3969/j.issn.1001-7003.2018.05.009]
 LI Zhen,LU Cheng.Research on the behavior mechanism of clothing consumers’ counterfeiting luxury consumption[J].Journal of Silk,2018,55(5):051109.[doi:10.3969/j.issn.1001-7003.2018.05.009]
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服装消费者仿冒奢侈品购买行为机理研究(PDF)
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《丝绸》[ISSN:1001-7003/CN:33-1122/TS]

卷:
55
期数:
2018年5期
页码:
051109
栏目:
研究与技术
出版日期:
2018-05-20

文章信息/Info

Title:
Research on the behavior mechanism of clothing consumers’ counterfeiting luxury consumption
文章编号:
1001-7003(2018)05-0051-08
作者:
李 珍鲁 成
上海工程技术大学 服装学院,上海201620
Author(s):
LI Zhen LU Cheng
 Fashion Institute, Shanghai University of Engineering Science, Shanghai 201620, China
关键词:
仿冒奢侈品消费动机态度功能理论结构方程模型购买行为机理
Keywords:
counterfeit luxury goods consumption motivation attitude function theory purchase behavior mechanism structural equation model
分类号:
TS941.1
doi:
10.3969/j.issn.1001-7003.2018.05.009
文献标志码:
A
摘要:
仿冒消费是近年来消费者行为研究的热点之一。在仿冒奢侈品实际消费中,绝大多数消费者是知情自愿购买,因而有必要了解仿冒购买行为。文章从消费者动机角度出发,基于态度功能理论和理性行为理论,构建仿冒奢侈品购买意愿模型,并运用结构方程模型进行验证。研究结果表明:购买动机和功能态度可直接影响购买意愿;社会动机和个人动机分别通过影响社会性功能态度和情感性功能态度,进而影响购买意愿,从而得到仿冒奢侈品的购买行为机理。研究结果不仅填补仿冒奢侈品相关研究的空白,而且为奢侈品企业制衡仿冒奢侈品提供理论基础。
Abstract:
Counterfeiting consumption is one of the hot spots in consumer behavior research in recent years. In the actual consumption of counterfeit luxury goods, the vast majority of consumers are informed voluntarily to buy, so it is necessary to study the counterfeit purchase behavior. Based on the function theory of attitude and theory?of?reasoned?action, this paper constructs the model of counterfeit luxury purchase intention from the perspective of consumer motivation, and uses the structural equation model to verify it. The results show that the motivations and functional attitudes can affect the purchase intention directly. Social motivations and individual motivations can influence the attitude of social function and emotional function respectively, then affecting the purchase intention. So we can prove the purchase behavior mechanism of counterfeit luxury goods. The research results not only fill the blank of counterfeit luxury goods, but also provide a theoretical basis for the luxury goods enterprises to stop counterfeiting consumption

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备注/Memo

备注/Memo:
基金项目:国家自然科学基金面上项目(71472114);上海工程技术大学研究生创新项目(E3-0903-16-01244); 上海工程技术大学生创新项目(A1-5300-16-0502094)
收稿日期:2017-08-10
修回日期:2017-00-00基金项目:国家自然科学基金面上项目(71472114);上海工程技术大学研究生创新项目(E3-0903-16-01244);上海工程技术大学生创新项目(A1-5300-16-0502094)
作者简介:李珍(1990—),女,硕士研究生,研究方向为服装市场营销
通信作者:鲁成,副教授,jilabo@126.com
更新日期/Last Update: 2018-04-11