基于认知-态度-行为意愿理论的仿冒服装购买意愿的影响因素

来源:用户上传      作者:吴镓斌 曲洪建

　　 摘 要：为了研究仿冒服装购买意愿的影响因素，基于“认知-态度-行为意愿”理论逻辑，首先探究产品认知、消费者态度与仿冒服装购买意愿间的影响关系，然后加入金钱崇拜与道德判断两个因素，探究二者在此逻辑关系中所起到的影响作用。结果表明：产品认知的外观、体验、功能三个维度均能正向影响象征价值及购买意愿、负向影响社会风险;消费者态度中的象征价值正向影响购买意愿，社会风险负向影响购买意愿;并且产品认知的三个维度均能通过象征价值正向影响购买意愿，通过社会风险负向影响购买意愿;金钱崇拜正向影响购买意愿，道德判断负向影响购买意愿;而金钱崇拜在产品认知的三个维度与象征价值间并不起到正向的调节作用，道德判断在产品认知的三个维度与社会风险间也不起到正向的调节作用。最后，根据得到的研究结果，提出相应的对策建议。
　　关键词：产品认知;象征价值;社会风险;金钱崇拜;道德判断;仿冒服装
　　中图分类号：TS1941.1
　　 文献标志码：A
　　 文章编号：1009-265X（2022）04-0230-11
　　Influencing factors of counterfeit clothing purchase intentionbased on cognitive-attitudinal-behavioral intention theory
　　WU Jiabin，QU Hongjian
　　（College of Textile and Clothing， Shanghai University of Engineering Science， Shanghai 201600， China）
　　Abstract： In order to study the factors influencing counterfeit clothing purchase intention， this article first explores the relationship among product cognition， consumers' attitudes and willingness to purchase counterfeit clothing， and then takes two other factors-money worship and moral judgment-into consideration to further explore the influence of these two factors in this logical framework based on the theoretical logic of "cognitive-attitudinal-behavioral intention". The results show that the three dimensions of product perception： appearance， experience and function have a positive influence on symbolic value and purchase intention and a negative influence on social risk; the symbolic value in consumers' attitudes positively influences while social risk negatively influences purchase intention; all the three dimensions of product perception can positively influence purchase intention through symbolic value， and negatively influence purchase intention through social risk; money worship positively influences while moral judgment negatively influences purchase intention. Nevertheless， money worship does not play a positive moderating role between the three dimensions of product perception and symbolic value， and moral judgment does not play a positive moderating role between the three dimensions of product perception and social risk. Finally， corresponding countermeasures are suggested based on the research results obtained.
　　Key words： product cognition; symbolic value; social risk; money worship; moral judgment; counterfeit clothing
　　在世界经济水平增长放缓的新常态下，服装奢侈品行业仍然呈现出蒸蒸日上的势头。由于奢侈品具有显著的价值和声誉，导致其仿冒品也是随之兴起，甚至发展成为了全球性问题。国外资讯机构发布的报告中指出：据估计，2022年全球仿冒产品的经济价值为2.3万亿美元，产生的负面影响为4.2万亿美元[1]。仿冒问题的严重性不仅会阻碍世界贸易的良好发展，也会对中国经济和企业利益造成一定的损伤。对此，政府和企业采取了一系列严格的应对措施，但在消费者强烈的购物需求下，服装仿冒品消费依旧盛行。因此，有必要从消费者的心理用娉龇，探究仿冒服装购买意愿的影响因素，不仅能够丰富仿冒服装消费的研究理论，而且能够为服装企业抑制其仿冒品的生产和销售提供相应的实践指导。

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