CAJ | 학술논문

从信息感知情境视角探析消费者仿冒品购买行为的动因及作用机理,并进一步探讨羊群效应与品牌显著度在其中的调节作用。结果表明：对于品牌显著性高的产品,通过产品态度与质量感知的完全中介作用,感知相似情境正向影响消费者仿冒品购买意愿,并且在羊群效应的调节下其影响作用增强;而对于品牌显著性低的产品,感知相似情境对仿冒品购买意愿的影响并不显著。
종신식감지정경시각탐석소비자방모품구매행위적동인급작용궤리,병진일보탐토양군효응여품패현저도재기중적조절작용。결과표명：대우품패현저성고적산품,통과산품태도여질량감지적완전중개작용,감지상사정경정향영향소비자방모품구매의원,병차재양군효응적조절하기영향작용증강;이대우품패현저성저적산품,감지상사정경대방모품구매의원적영향병불현저。
From the situation of information perception perspective, this paper analyzes the motivation of consumers＇ counter- feit products purchasing behavior and the mechanism underlying it. Further, it analyzes the moderation effects of herding and brand prominence. Results reveal： forproduets that have high brand prominence, the similarity situation have positive effect on counterfeits purchase intention, and this relationship is fully mediated by consumers＇ attitude and quality percep- tion. What＇s more, the positive influence would be strengthened when the herding phenomenon is present. However, for- products that have low brand prominence, the effect of similarity situation on counterfeits purohase intention is not signifi- cant.