國家文化、消費倫理信念與購買仿冒品行為關係之研究－中國大陸與臺灣之實證研究

Abstract

本研究利用國家文化特質與消費倫理信念，探究何以在集體主義程度較高之地區，其消費者購買仿冒品行為較為嚴重。透過問卷調查與二元羅吉斯迴歸分析實證研究，發現國家文化特質中個人主義傾向不但直接影響消費者購買仿冒品之機率，亦會透過消費倫理信念，間接影響消費者購買仿冒品行為。在消費倫理信念方面，大陸與臺灣地區消費者對道德瑕疵的獲利及投機取巧的獲利愈不認同者，愈不可能購買仿冒品。本研究建議在中國大陸與臺灣地區，應強調購買仿冒品是一種侵害多數人利益的犯罪行為，非僅是投機取巧，並應利用群體之力量，抑制個人仿冒品的消費。

This study, employing a questionnaire survey, investigates the effects of national culture and consumer ethical beliefs on consumer purchasing counterfeit product behaviors in Mainland China and Taiwan. Binary Logistic Regression is used to analyze the relationship among these variables. The empirical results indicate that the individualism of cultural factors has a negative effect on purchasing counterfeit products behaviors, consumer ethical beliefs are also found to mediate the relationship between individualism and purchasing counterfeit behaviors. Marketing suggestions for suppressing counterfeit product consumptions are given.