广告信息对仿冒奢侈品购买意愿的影响研究  

Research on the Influence of Advertisement Information of Luxuries on Consumers' Counterfeit Purchase Intention

作　　者：王晗蔚[1] 陈洁[1] 向禹辰[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海管理科学》2011年第4期105-110,共6页Shanghai Management Science

基　　金：国家自然科学基金重点资助项目"中国城市消费者行为研究";项目批准号:70832004;国家自然科学基金资助项目"非欺诈性仿冒奢侈品购买意愿研究";项目批准号:71072062

摘　　要：本研究采用实验的方法挖掘广告调节聚焦信息对消费者非欺诈性仿冒奢侈品购买意愿的影响机理。研究结果表明,奢侈品广告信息对消费者仿冒奢侈品购买意愿的影响受消费者自尊水平的调节:对于高自尊的消费者,当广告信息为预防聚焦时,其仿冒奢侈品的购买意愿更低;对于低自尊的消费者,广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。广告信息对消费者仿冒奢侈品购买意愿的影响还受消费者从众倾向的调节:对于低从众倾向的消费者,当广告信息为预防聚焦时,其仿冒奢侈品的购买意愿更低;对于高从众倾向的消费者,广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。The article studies the impact mechanism of advertisements＇ regulatory focus information on consumers＇ non-deceptive counterfeit luxury purchase intention in two experiments. The research shows that the impact of advertising information on the consumers＇ intention of counterfeit luxury goods is subject to the level of consumers＇ self-esteem： for consumers with high self-esteem, their purchase intention on counterfeit luxury goods is lower when the advertising information is prevention focused; for consumers with low self-esteem, there is no significant difference between the purchase intention of those who watch the prevention focused advertising and those who watch the promotion focused advertising. Meanwhile, the impact is also subject to the level of the consumers＇ conformity, that is, for non-conformity consumers, their purchase intention on counterfeit luxury goods is lower when the advertising information is prevention focused; but for the conformity consumers, there is no significant difference between the purchase intention of those who watch the prevention focused advertising and those who watch the promotion focused advertising.

关 键 词：奢侈品 仿冒奢侈品 广告信息 调节聚焦 自尊 从众 

分 类 号：C93[经济管理—管理学]