本研究應用理性行為理論瞭解消費者對山寨機的購買態度與意圖；並探討消費者是否會由於網路通路可匿名特性，進而影響其對購買山寨機意願；最後則比較網路與實體通路差異對消費者行為所造成之影響。受訪者的資料來自實體與網路兩部份，到人口聚集處以及網路平台發放問卷。迴歸分析結果顯示態度與主觀規範顯著影響對山寨機的購買意圖，價值、產品特性、績效風險顯著影響對山寨機的態度，其中價值因素對態度影響力最大，越具經濟實惠的產品，越能吸引消費者青睞。研究結果發現網路與實體通路之消費者由於產品資訊獲得方式不同，致使消費者行為有差異，兩通路於正直性、追求特性及社會風險對山寨機態度之影響有差異。網路族群擁有追求新奇特性，對山寨機接受度較高，製造商可利用此特性，增加網路通路行銷以加強山寨機於網路通路之曝光度。

This study investigates consumers’ purchase intentions for shanzhai mobile phones produced in China to investigate consumers’ purchase intentions. Using the feature of Internet anonymity, this research investigates whether the preference for purchasing shanzhai mobile phone products online increases due to Internet anonymity and whether different shopping channels lead to variations in consumer behaviors.respondent were draw from popular retail areas and community Web sites. The result of the regression shows that attitude and subjective norm have positive effect on shanzhai mobile phones’ purchase intention. Value has the most significant impact on attitude, manufacturers must attract consumers by convincing them that their product is economical. Since product-related information is not equivalently available, consumer behavior differently in both store types. Shanzhai mobile phones are a fresh product and, thus, may attract the network group. Therefore, manufacturers can increase their product’s exposure by enhancing Internet promotions.

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