大学生对IT假冒品购买意愿的影响因素研究

摘要

The research on the student purchase intention to IT fake commodities as mediator variables is focused on the facts that they like to purchase those fake commodities they know from the point of individual characteristics.It is shown that the influence comes from such factors as their economic level,the commodity features,their gender,the commodities they like,and the purchase intention.And those production enterprises of certified commodities are supposed to take measures of effective marketing strategies for the decrease of purchase on those fake commodities.%对于大学生对IT假冒品知假买假现象,以购买动机为中介变量,研究大学生个体特征对IT假冒品购买意愿产生的影响。研究结果表明,大学生的经济水平、产品先前知识、性别、产品介入程度及购买动机等都会对购买IT假冒品的意愿产生影响。正品生产企业应据此采取有效营销策略以减少消费者对假冒品的购买。