安徽工业大学学报:社会科学版
安徽工業大學學報:社會科學版
안휘공업대학학보:사회과학판
Journal of Anhui University of Technology Social Sciences
2012年
4期
25-28
,共4页
大学生%IT假冒品%购买意愿%影响因素
大學生%IT假冒品%購買意願%影響因素
대학생%IT가모품%구매의원%영향인소
student%IT fake commodities%purchase intention%influence factor
对于大学生对IT假冒品知假买假现象,以购买动机为中介变量,研究大学生个体特征对IT假冒品购买意愿产生的影响。研究结果表明,大学生的经济水平、产品先前知识、性别、产品介入程度及购买动机等都会对购买IT假冒品的意愿产生影响。正品生产企业应据此采取有效营销策略以减少消费者对假冒品的购买。
對于大學生對IT假冒品知假買假現象,以購買動機為中介變量,研究大學生箇體特徵對IT假冒品購買意願產生的影響。研究結果錶明,大學生的經濟水平、產品先前知識、性彆、產品介入程度及購買動機等都會對購買IT假冒品的意願產生影響。正品生產企業應據此採取有效營銷策略以減少消費者對假冒品的購買。
대우대학생대IT가모품지가매가현상,이구매동궤위중개변량,연구대학생개체특정대IT가모품구매의원산생적영향。연구결과표명,대학생적경제수평、산품선전지식、성별、산품개입정도급구매동궤등도회대구매IT가모품적의원산생영향。정품생산기업응거차채취유효영소책략이감소소비자대가모품적구매。
The research on the student purchase intention to IT fake commodities as mediator variables is focused on the facts that they like to purchase those fake commodities they know from the point of individual characteristics.It is shown that the influence comes from such factors as their economic level,the commodity features,their gender,the commodities they like,and the purchase intention.And those production enterprises of certified commodities are supposed to take measures of effective marketing strategies for the decrease of purchase on those fake commodities.