基于感知风险的IT假冒品购买意向研究  

Study of Consumers' Purchase Intention on IT Counterfeit Goods Based on Perceived Risk

作　　者：吴波[1] 

机构地区：[1]安徽工业大学管理学院,安徽马鞍山243000

出　　处：《西安电子科技大学学报（社会科学版）》2010年第5期23-29,共7页Journal of Xidian University：Social Science Edition

基　　金：国家自然科学基金项目(70772051);安徽省教育厅人文社会科学研究项目(2010sk160zd)

摘　　要：目前,IT假冒品的出现扰乱了市场秩序,侵害了品牌经营者的利益,如何抑制IT假冒品的生产与消费已经成了迫在眉睫的问题,本研究从感知风险的角度来研究消费者对IT假冒品的态度以及购买意向,通过实证分析,力求了解消费者对IT假冒品感知风险的认知,探讨消费者在IT假冒品与品牌IT产品上感知风险的差异,并且研究感知风险对IT假冒品态度和购买意向的影响作用。挖掘消费者购买IT假冒品深层次的原因,以此强化消费者的理性消费观念。Now the IT counterfeit goods raid the market,damage the benefits of brand operators,so how to control the consuming and producing of IT counterfeit goods has become an urgent question.This study focuses on consumers’ attitude and purchase intention to IT counterfeit goods based on perceived risk.Through empirical research,we can know consumers’ cognition of IT counterfeit goods,the difference between IT counterfeit goods and IT brand goods on perceived risk,the impact of perceived risk on attitude and purchase intention to IT counterfeit goods.Then we try to understand the reason why consumers buy IT counterfeit goods and help consumers to strengthen rational concept on consuming.

关 键 词：IT假冒品 感知风险 态度 购买意向 

分 类 号：F713.55[经济管理—市场营销]