服装消费者仿冒奢侈品购买行为机理研究

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.文章从消费者的角度出发,结合消费动机理论和态度功能理论,在理性行为理论的基础上,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,从而探究仿冒购买行为机理.研究结果表明:消费动机和功能态度均可直接影响仿冒购买意愿;此外,消费动机还可以通过功能态度影响仿冒购买意愿,从而得到"消费动机——功能态度——仿冒购买意愿"的仿冒奢侈品购买行为机理.研究结果不仅填补仿冒奢侈品相关研究的空白,为奢侈品企业制衡仿冒奢侈品提供理论基础.%Counterfeit 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 purchasing behavior. Based on the function theory of attitude and theory of reasoned action,this paper constructed the model of counterfeit luxury purchase intention from the perspective of consumer motivation,and used the structural equation model to verify it. The results show that the purchase motivation and functional attitude can affect the purchase intention directly. Social motivation and individual motivation 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 in the blank of counterfeit luxury goods, but also provide a theoretical basis for the luxury goods enterprises to stop counterfeit consumption.