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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/10094
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/10094


    Title: 消費者防偽涉入影響因素之探討
    Other Titles: Exploring the Influencing Factors on Consumer's Involvement for Anti-counterfeit
    Authors: 張愛華;陳仁惠;黃崇格
    Ai-Hwa Chang;Jen-Huei Chen;Chung-Ko Huang
    Keywords: 防偽;消費者涉入;生活型態
    Anti-counterfeit;Consumer involvement;Life-style
    Date: 2004-09
    Issue Date: 2008-11-25 10:15:53 (UTC+8)
    Abstract: 本研究目的在於區隔不同防偽涉入消費群,並探討個人特質、產品屬性以及情境因素對於消費者防偽涉入之影響,以及不同防偽涉入消費群對於防偽產品及其輔助措施成效認知之差異。本研究依三個防偽涉入因素將消費者區分成重視健康安全、品牌價值、炫耀表徵之高防偽涉入以及低防偽涉入等消費群。實證分析結果發現消費者價值觀、產品應防偽之價格認知以及產品被仿冒之風險會顯著影響消費者防偽涉入類型之差異,通路誤購膺品風險認知則無明顯影響效果。不同防偽涉入消費群對於現階段防偽產品之成效認知無明顯差異,而高防偽涉入消費群則大多認為透過加強辨識仿冒品能力與防偽知識,以及強力執行反仿冒法令等輔助措施可抑止膺品充斥情形,有助於確保消費者購買真品之權益。
    This research distinguishes between consumers according to their degree and types of involvement for anti-counterfeit. From a sample of 650 adults, we find four types of anti-counterfeit involvement-health/security-conscious group, brand- worth group, conspicuous consumption group, and low anti-counterfeit group. The influencing factors of anti-counterfeit involvement are consumer's value systems, perceived product price, and perceived risk of product counterfeit. Perceived risk of buying a counterfeit product in various channels has no significant relationship with anti-counterfeit involvement type.
    Relation: 企業管理學報, (62), 117-152
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

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