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題名：影響仿冒品購買意願之研究
書刊名：運動與遊憩研究
作者：葉晶雯
作者(外文)：Yeh, Ching-wen
出版日期：2014
卷期：9:1
頁次：頁29-53
主題關鍵詞：仿冒品；自我監控；物質主義；倫理信念；購買意願；Counterfeits；Self-monitoring；Materialism；Ethical beliefs；Purchase intention
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本研究以服飾仿冒品為研究標的，並以東吳大學的學生為研究對象，發放700份問卷，共回收560問卷，有效問卷526份。本研究亦從跨層次的角度切入，探討影響仿冒品購買意願之因素。結果顯示：一、仿冒侵權態度對仿冒品購買意願有顯著正向影響。二、自我監控對仿冒品購買意願有顯著正向影響。三、物質主義對仿冒品購買意願沒有顯著正向影響。四、團體倫理信念對仿冒品購買意願有顯著負向影響。五、團體倫理信念顯著調節仿冒侵權態度與仿冒品購買意願之間的關係。六、團體倫理信念沒有顯著調節自我監控與仿冒品購買意願之間的關係。七、系別對仿冒品購買意願有顯著影響。針對上述結果，本研究提出建議供實務與後續研究參考。
This study focused on counterfeits of clothes, targeting students of the Souchow University as this study sample, 700 questionnaires were distributed, 560 questionnaires were collected and 526 valid questionnaires. Meanwhile, we also take the cross-level perspective to analyze the factors influence on intention to buy counterfeits. The results show that: 1. counterfeit attitude toward piracy has significantly positive influent on intention to buy counterfeits; 2. Self-monitoring has significantly positive influent on intention to buy counterfeits; 3. Materialism has no significantly positive influence on intention to buy counterfeits; 4. Group-level ethical belief has significantly negative influence on intention to buy counterfeits; 5. Group-level ethical belief moderates significantly the relationship between counterfeit attitude toward piracy and intention to buy counterfeits; 6. Group-level ethical belief moderates no significantly the relationship between self-monitoring and intention to buy counterfeits 7. Department has significant influence on intention to buy counterfeits. We end with some implications for practice and future researchers.
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