产品炫耀性如何影响仿冒轻奢侈品选择？——基于“态度功能理论”视角

财经论丛 ›› 2018, Vol. 34 ›› Issue (1): 97-105.

产品炫耀性如何影响仿冒轻奢侈品选择？——基于“态度功能理论”视角

马永斌^1,2, 董伶俐³

1.北京大学光华管理学院,北京 100871;
2.宁波大学现代管理研究中心,浙江宁波 315211;
3.河南财经政法大学工商管理学院,河南郑州 450046

收稿日期:2016-05-23 出版日期:2018-01-10 发布日期:2018-01-10
作者简介:马永斌(1982-),男,山西长治人,北京大学光华管理学院博士后,宁波大学现代管理研究中心副教授,博士;董伶俐(1976-),女,河南新乡人,河南财经政法大学工商管理学院副教授,博士。
基金资助:
浙江省自然科学基金资助项目(LY17G020013;LQ12G02003);国家自然科学基金资助项目(71302084)

How does Product Conspicuousness Influence the Choice of Counterfeit New Luxury Products?——Based on the Perspective of Functional Theories of Attitudes

MA Yongbin^1,2, DONG Lingli³

1.Guanghua School of Management, Perking University, Beijing 100871, China;
2.Modern Management Research Center of Ningbo University, Ningbo 315211, China;
3.School of Business Administration, Henan University of Economics and Law, Zhengzhou 450046, China

Received:2016-05-23 Online:2018-01-10 Published:2018-01-10

摘要/Abstract

摘要： 本文基于态度功能理论, 采用二手数据和实验相结合的方法,通过与仿冒奢侈品比较,研究我国消费者更愿意购买什么样的仿冒轻奢侈品及其原因。研究发现:较之在产品炫耀性大时,消费者对仿冒奢侈品有更大的购买意愿,在产品炫耀性小时,消费者则对仿冒轻奢侈品有更大的购买意愿。较大的产品炫耀性增加了消费者对仿冒奢侈品持有的社会调节态度,较小的产品炫耀性增加了消费者对仿冒轻奢侈品持有的价值表现态度;产品功能态度中介了产品种类及产品炫耀性与仿冒产品购买意愿之间的关系。

关键词: 仿冒轻奢侈品, 产品炫耀性, 态度功能理论, 购买意愿

Abstract: Based on the functional theories of attitudes, using second-hand data and an experiment, this paper intends to explore what counterfeit new luxury products Chinese consumers are more likely to buy and the underlying reasons. The results show that consumers are more likely to buy counterfeit luxury products when products' conspicuousness is higher and they are more likely to buy counterfeit new luxury products when products' conspicuousness is lower. Product conspicuousness increases consumers' perceived social-adjustive attitude towards counterfeit luxury products, and product inconspicuousness increases consumers' perceived value-expressive attitude towards counterfeit new luxury products. Consumers' attitude functions towards products mediate the relationship between product categories, product conspicuousness and purchasing intention.

Key words: Counterfeit New Luxury Products, Product Conspicuousness, Functional Theories of Attitudes, Purchase Intention

中图分类号:

F713.50

马永斌, 董伶俐. 产品炫耀性如何影响仿冒轻奢侈品选择？——基于“态度功能理论”视角[J]. 财经论丛, 2018, 34(1): 97-105.

MA Yongbin, DONG Lingli. How does Product Conspicuousness Influence the Choice of Counterfeit New Luxury Products?——Based on the Perspective of Functional Theories of Attitudes[J]. , 2018, 34(1): 97-105.

参考文献

[1] Silverstein M. J., Fiske N. Luxury for the Masses [J]. Harvard Business Review,2003,81(4):48-57.
[2] Lai K. K. Y., Zaichkowsky J. L. Brand Imitation: Do the Chinese Have Different Views [J]. Asia Pacific Journal of Management, 1999,16(2):179-192.
[3] Han Y. J., Nunes J. C., Drèze X. Signaling Status with Luxury Goods: The Role of Brand Prominence [J].Journal of Marketing,2010, 74(4):15-30.
[4] Debono K. G. Investigating the Social-Adjustive and Value-Expressive Functions of Attitudes: Implications for Persuasion Processes[J]. Journal of Personality and Social Psychology,1987,52(2):279-287.
[5] Shavitt S. Products, Personalities and Situations in Attitude Functions: Implications for Consumer Behavior[J]. Advances in Consumer Research,1989,16(1):300-305.
[6] Snyder M., Debono K. G. Appeals to Image and Claims about Quality: Understanding the Psychology of Advertising[J]. Journal of Personality and Social Psychology,1985,49(3):586-597.
[7] Crilly N., Moultrie J., Clarkson P. J. Seeing Things: Consumer Response to the Visual Domain in Product Design[J]. Design Studie, 2004,25(6):547-577.
[8] Wilcox K., Kim H. M., Sen S. Why do Consumers Buy Counterfeit Luxury Brands[J]. Journal of Marketing Research,2009,46(2):247-259.
[9] Truong Y., Mccoll R., Kitchen P. J. New Luxury Brand Positioning and the Emergence of Masstige Brands[J]. Journal of Brand Management,2009,16(5):375-382.
[10] 马永斌, 王其冬, 董伶俐. 廉价的优越感:社会排斥如何影响新奢侈品的消费[J]. 应用心理学,2014,(4):316-322.
[11] Phillips T. Knock off: The Deadly Trade in Counterfeit Goods [M]. Sterling, VA, Kogan Page Ltd, 2005.
[12] Albers-Miller, N. D. Consumer Misbehavior: Why People Buy Illicit Goods[J]. Journal of Consumer Marketing,1999,16(3):273–287.
[13] Gino F., Norton M. I., Ariely D. The Counterfeit Self: The Deceptive Costs of Faking it [J]. Psychological Science,2010,21(5):712-720.
[14] Chen J., Teng L., Liu S., et al. Anticipating Regret and Consumers' Preferences for Counterfeit Luxury Products[J]. Journal of Business Research,2015,68(3):507-515.
[15] Reed A. Activating the Self-importance of Consumer Selves: Exploring Identity Salience Effects on Judgments[J]. Journal of Consumer Research, 2004,31(2):286-295.
[16] Kelley H. H. The Process of Causal Attribution[J]. American Psychologist,1973,28(2):107-128.
[17] Campbell M. C., Kirmani A. Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent[J]. Journal of Consumer Research,2010,27(1):69-83.
[18] Fein S. Effects of Suspicion on Attributional Thinking and the Correspondence Bias[J]. Journal of Personality and Social Psychology, 1996,70(6):1164-1184.
[19] Ferraro R., Kirmani A., Matherly T. Look at Me! Look at Me! Conspicuous Brand Usage, Self-brand Connection, and Dilution [J]. Journal of Marketing Research,2013,50(4):477-488.
[20] Kirmani A. The Self and the Brand[J]. Journal of Consumer Psychology,2009,19(3):271-275.
[21] Batra R., Ahuvia A., Bagozzi R. P. Brand Love[J]. Journal of Marketing,2012,76(2):1-16.
[22] Wang Y., Griskevicius V. Conspicuous Consumption, Relationships, and Rivals: Women's Luxury Products as Signals to Other Women[J]. Journal of Consumer Research,2014,40(5):834-854.
[23] Lee J., Shrum L. J. Conspicuous Consumption versus Charitable Behavior in Response to Social Exclusion: A Differential Needs Explanation[J]. Journal of Consumer Research,2012,39(3):530-544.