消费者与仿冒侵权产品关系的商业伦理分析  

The Effects of Consumers' Attitude Toward Piracy,Ethical Beliefs and Relationship Quality on Their Intention of Purchasing Counterfeits

作　　者：金晓彤[1] 方巍[2] 

机构地区：[1]吉林大学数量经济研究中心,吉林大学商学院,吉林长春130012 [2]河北科技师范学院工商管理系,河北秦皇岛066004

出　　处：《经济管理》2008年第8期64-71,共8页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目“基于新营销定义的中国服务业市场导向研究及其实证分析”(70672026);吉林大学“985工程”项目“经济分析与预测哲学社会科学创新基地”的支持。

摘　　要：本研究发现,消费者对于仿冒侵权的态度、伦理信念与仿冒品购买意向显著相关,关系品质对消费者仿冒侵权的态度、消费伦理信念与仿冒品购买意向有调节作用。本文丰富了从消费者伦理角度研究商业伦理的议题,增强了政府、企业与反仿冒团体干预消费者购买仿冒品意向的能力。Piracy and counterfeits not only caused serious economic losses, but also increased the huge social costs. It was believed that the desire for excessive profit is the major reason for those purchasing counterfeit activities. And most previous studies about counterfeit were from the legal or patent aspects. Consumers, however, are the actual force in the trades. So an understanding of why some consumers engage in purchasing counterfeit could be helpful in ultimately reducing the incidence of counterfeiting. We used the convenience sampling to collect data. As to data analysis, Hierarchical regression analysis. The finding revealed that the moderating effects of relationship quality existed on the relationship between attitude toward piracy, consumers＇ ethical beliefs and purchasing intention of counterfeits. This study riches the business ethic topic from the consumer ethic aspect and enhanced the organization＇s ability to interfere the intention of consumers to purchase counterfeits.

关 键 词：仿冒侵权态度 消费伦理 信念关系品质 仿冒品购买意向 

分 类 号：F279.23[经济管理—企业管理]