本研究目的是建立一個整合性架構，透過文獻探討以防偽標籤為基
礎，探討商品定位與購買意願的關聯性；因此，本研究以商品定位為自變
數，購買意願為依變數，並以防偽標籤為中介變數。本研究以一般消費者
為抽樣對象，透過實體問卷調查的方式，進行490 份問卷的發放，回收359
份，問卷回收率為73.27%；扣除10 份無效問卷，共349 份有效問卷。本
研究主要透過敘述性統計分析、因素分析、信度分析、效度分析、t 檢定、
單因子變異數分析、迴歸分析、結構方程模型，針對本研究假設加以驗證。
茲將實證分析結果歸納如下：
1. 商品定位對購買意願有正向的顯著影響。
2. 商品定位對防偽標籤有正向的顯著影響。
3. 防偽標籤對購買意願有正向的顯著影響。
4. 商品定位會透過防偽標籤的中介影響，進而對購買意願有正向的顯著影
響。
5. 商品定位、防偽標籤與購買意願在人口統計變數間有部份顯著差異存
在。

The purpose of this research was based on anti-counterfeiting label to construct
an integrated model, and applied literature reviews to examine the relationship of
product positioning, anti-counterfeiting and purchase intention. Therefore, in this
paper we took product positioning and anti-counterfeiting as independent variable,
purchase intention as dependent variable. Finally, we checked whether
anti-counterfeiting was intervening variables or not.
Questionnaire survey was used as a major method to study, 359 of 490 responses
were received, the return rate was 73.27%, but 10 copies of them were incomplete. So
we got 349 effective responses. This paper applied descriptive statistics, factor
analysis, validity analysis, reliability analysis, and regression analysis to examine the
influence of independent variables. The difference of variables for demographic
variables was studied by t test, ANOVA. The data analysis results could be
summarized below:
1. Product positioning had positive significantly influence on purchase intention.
2. Product positioning had positive significantly influence on anti-counterfeiting label.
3. Anti-counterfeiting label had positive significantly influence on purchase intention.
4. Anti-counterfeiting label had the intervening effect between product positioning
and purchase intention.
5. Product positioning, anti-counterfeiting label and purchase intention for the
demographic variables had partial significant differences.

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三、網站部份
1. 中國防偽技術協會，網址：http://www.3yfw.com/jsxh.htm(現階段防偽技
術介紹，2000/11 報導，http//www.21315.com/public-index.asp)
2. 中國防偽網，網址：http//www.efanwei.com
3. 東京迪士尼官方網站。http://www.tokyodisneyresort.co.jp/index.html
4. 香港迪士尼官方網站。http://www.disney.com.hk/index_flash.html
5. 迪士尼百科網站。http://www.disneybox.com/wiki/