刺激“泛化”与刺激“甄别”对仿冒品购买行为的影响  

The Effects of Stimulus"Generalization"and Stimulus"Discrimination"on the Purchasing Behaviour of Counterfeits

作　　者：许晖[1] 吴旸[1] XU Hui;WU Yang(School of Economics and Management,Shanghai Maritime University,Shanghai 201306,China)

机构地区：[1]上海海事大学经济管理学院,上海201306

出　　处：《华东经济管理》2024年第3期117-128,共12页East China Economic Management

基　　金：教育部人文社会科学研究青年基金项目“用户激励情境下游戏化对绿色消费动态过程的影响路径及效用边界研究”(22YJC630177)。

摘　　要：文章运用刺激泛化和刺激甄别理论,分析“泛化”和“甄别”情境对消费者仿冒品购买意愿的影响机理,探讨从众和品牌显著度在其中的调节作用。研究发现:“泛化”情境正向影响仿冒品购买意愿,“甄别”情境则起负向影响作用,质量感知在其中起完全中介作用;进一步地,在从众的调节下,仅“泛化”情境对仿冒品购买意愿的正向影响显著增强,并且“泛化”和“甄别”情境对仿冒品购买意愿的影响仅对高品牌显著度产品有效。研究结论为企业设计、推广产品提供了参考思路,并为有效遏制仿冒品的泛滥提供多元视角和启发。Using stimulus"generalization"and stimulus"discrimination"theories,we analyze the mechanism of"general⁃ization"and"discrimination"situations on counterfeit purchase intention,and explore the moderating roles of conformity and brand salience.We find that the"generalization"situation positively influences counterfeit purchase intention,while the"discrimination"situation negatively influences it.Quality perceptions play the role of full mediator in the above ef⁃fect.Further,only the positive effect of the"generalization"situation on counterfeit purchase intention is significantly en⁃hanced by the moderating effect of conformity.Moreover,the effects of"generalization"and"discrimination"situation on counterfeit purchase intention are significant only for products with high brand salience.The research conclusion offers reference for enterprises to design and promote products,and provides multiple perspectives and inspiration for effectively curbing the proliferation of counterfeit products.

关 键 词：信息感知情境 仿冒品 从众 品牌显著度 购买动因 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]