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研究生： 阮氏玉荷
Nguyen, Thi Ngoc Ha
論文名稱： 價格及產品品牌對仿冒精品購買意願之影響：知覺利益之中介效果
The Impacts of Price and Product Branding on Counterfeit Luxury Goods Purchase Intention:The Mediating Effect of Perceived Benefits
指導教授： 蔡東峻
Tsai, Dung-Chun
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際企業研究所
Institute of International Business
論文出版年： 2011
畢業學年度： 99
語文別： 英文
論文頁數： 90
中文關鍵詞： 仿冒精品 、知覺利益 、價格 、產品品牌 、購買意願
外文關鍵詞： Counterfeit Luxury Goods, Perceived Benefits, Price, Product Branding, Purchase Intention
相關次數： 點閱：165  下載：7 
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    • 本論文之研究目的是通過知覺利益來探討價格、產品品牌對精品仿冒品購買意向之影響。此想法來自精品仿冒品在越南越來越普遍，成為一個社會現象。另，研究在精品仿冒品還有限。
    爲了實現此研究目的，實驗方法被採取以及針對越南respondents。加之，T檢定和回歸分析是最主要的分析工具用來測研究架構。研究結果指出精品仿冒品之價格、產品品牌分別和知覺利益存在一個正向的關係。不同的定價及產品品牌對知覺利益會有不同的影響。還有，知覺利益（象徵利益及utilitarian 利益）被發現都是精品仿冒品購買意向之好的預測。特別是，象徵利益跟utilitarian 利益來比被指出是購買意向之更強的預測。最後，中介效果只出現在象徵利益為產品品牌及購買意願之間的關係之中介時。

    The purpose of this study was to investigate the impacts of price, product branding on purchase intention to counterfeit luxury goods through the mediating effect of perceived benefits. The idea was generated due to the phenomenon that counterfeit luxury goods are more and more popular in Vietnam and the limited research on counterfeit luxury goods area.
    In order to achieve the objectives, experiments were conducted aiming at Vietnamese respondents. Additionally, t-test and regression are the two main analyzed methods to test the research model. The findings indicated that there is a positive link between prices, product branding with perceived benefits, respectively. Different price setting and product branding have different impacts on perceived benefits. Furthermore, perceived benefits (symbolic and utilitarian benefits) are revealed as good predictors of purchase intention to counterfeit luxury goods. Specifically, symbolic benefits are found as stronger predictor than utilitarian benefits. Finally, mediating effect only appears in the relationship of product branding and purchase intention when symbolic benefits play mediator role.

    TABLE OF CONTENTS LIST OF TABLES IV LIST OF FIGURES VI ABSTRACT VII CHAPTER 1 INTRODUCTION 1 1.1 Research Background. 1 1.2 Motivation. 2 1.3 Objectives. 5 1.4 Research Procedure. 5 CHAPTER 2 LITERATURE REVIEW 7 2.1 Counterfeit Luxury Goods. 7 2.1.1 Luxury Goods. 7 2.1.2 Counterfeit Luxury Goods. 9 2.2 Deceptive vs. Non-deceptive Counterfeiting. 10 2.2.1 Deceptive Counterfeiting. 10 2.2.2 Non-deceptive Counterfeiting. 10 2.3 Perceived Benefits. 11 2.3.1 Definition. 11 2.3.2 Utilitarian Benefits. 12 2.3.3 Symbolic Benefits. 12 2.4 The Inference of Price. 13 2.4.1 Price 13 2.4.2 Price and Perceived Benefits. 13 2.5 The Inference of Product Branding. 15 2.5.1 Conspicuous Branding. 15 2.5.2 Discreet Branding. 16 2.5.3 Product Branding and Perceived Benefits. 17 2.6 Perceived Benefits and Purchase Intention. 19 CHAPTER 3 METHODOLOGY 20 3.1 Research Framework. 20 3.2 Research Hypothesis. 21 3.3 Research Method. 22 3.3.1 Experimental Design. 22 3.3.2 Stimuli. 23 3.3.3 Measure. 24 3.3.4 Sample. 27 3.3.5 Procedure. 27 3.4 Data Analysis. 27 3.4.1 Descriptive Statistic. 27 3.4.2 Reliability Analysis. 28 3.4.3 T-test. 28 3.4.4 Regression Analysis. 28 3.5 Pretest. 28 3.6 Manipulation Check. 33 CHAPTER 4 ANALYSIS AND RESULTS 35 4.1 Sample Characteristics. 35 4.2 Manipulation Check. 36 4.3 Hypothesis Testing. 37 4.3.1 The Influence of Price on Symbolic Benefits. 37 4.3.2 The Influence of Price on Utilitarian Benefits. 37 4.3.3 The Influence of Product Branding on Symbolic Benefits. 38 4.3.4 The Influence of Product Branding on Utilitarian Benefits. 39 4.3.5 The Influence of Symbolic and Utilitarian Benefits on Purchase Intention. 39 4.3.6 Mediating Effect Analysis of Symbolic and Utilitarian Benefits. 41 4.3.7 Effects of Added Factors on Purchase Intention. 44 4.3.7 Hypotheses Testing Summary. 46 CHAPTER 5 CONCLUSIONS AND SUGGESTION 48 5.1. Conclusions. 48 5.2. Theoretical Implications. 50 5.3. Managerial Implications. 52 5.4. Limitation and Future Research. 52 REFERENCE 54 APPENDICES 57 Appendix 1: Studies on Counterfeit Luxury Goods 57 Appendix 2: Experimental Design – For Cell 1 59 Appendix 3: Questionnaire for Cell 1 62 Appendix 4: Experimental Design – For Cell 2 66 Appendix 5: Questionnaire for Cell 2 69 Appendix 6: Experimental Design – For Cell 3 73 Appendix 7: Questionnaire for Cell 3 76 Appendix 8: Experimental Design – For Cell 4 80 Appendix 9: Questionnaire for Cell 4 83 Appendix 10: Vietnamese Questionnaire Sample 87

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