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| 山寨产品/真品相似性评价与山寨产品购买意愿 | |
| 引用本文： | 李东进,武瑞娟,李研,朴世桓.山寨产品/真品相似性评价与山寨产品购买意愿[J].管理学报,2012,9(9):1356-1364. |
| 作者姓名： | 李东进 武瑞娟 李研 朴世桓 |
| 作者单位： | 1. 南开大学商学院 2. 天津理工大学管理学院 3. 三星鹏泰有限公司 |
| 基金项目： | 国家自然科学基金资助项目，教育部人文社会科学研究基金资助青年项目，2011年度天津市高等学校人文社会科学研究资助项目 |
| 摘 要： | 研究了山寨产品/真品相似性评价对山寨产品购买意愿的影响,并且将相似性评价进一步区分为象征相似性评价和功能相似性评价.通过问卷调查和回归分析,研究发现象征相似性评价和功能相似性评价是2个可以区分的概念,并且在象征相似性评价与购买意愿关系中,使用窘迫性的调节作用显著;在功能相似性评价与购买意愿的关系中,使用窘迫性和聪明购买者感知的调节作用显著. |
| 关 键 词： | 山寨产品 真品 相似性评价 购买意愿 |
Appraisal of Similarity between Products and Intention of Purchasing Original Products |
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| LI Dongjin , WU Ruijuan , LI Yan , PIAO Shihuan.Appraisal of Similarity between Products and Intention of Purchasing Original Products[J].Chinese JOurnal of Management,2012,9(9):1356-1364. | |
| Authors: | LI Dongjin WU Ruijuan LI Yan PIAO Shihuan |
| Institution: | 1.Nankai University,Tianjin,China;2.Tianjin University of Technology,Tianjin,China; 3.Park Saehwan,Samsung OpenTide Co.,Ltd.,Beijing,China) |
| Abstract: | This paper examines the effect of the similarity between knockoff and original products on purchase intention to knockoff products.It divides the similarity appraisal into symbolic similarity appraisal and functional similarity appraisal.Based on the collected data and according to the regression analysis,it finds symbolic similarity appraisal and purchase intention are positively correlated and embarrassment can serve as an important moderating factor.The paper also finds functional similarity appraisal and purchase intention are positively correlated,and embarrassment and smart shopper perception moderate the relationship. |
| Keywords: | Knockoff product real product similarity appraisal purchase intention |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |