追求新奇是否会推动购买决策?了解消费者购买假冒产品的欲望

A. Wijaya, Dorojatun Prihandono, B. Wiratama, F. F. M. Rawi
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引用次数: 0

摘要

本研究旨在通过新颖性寻求来分析产品知识和产品外观对假冒产品购买决策的影响。在当前时代,消费者使用许多假冒产品作为原始产品的替代品。本研究采用定量研究方法,对148名假冒产品使用者进行了检测。结果表明,产品知识和产品外观对购买决策有正向影响。此外,模仿原产品的外观往往因其创新而受到喜爱。研究还证明,追求新颖性会增强产品知识和产品外观对购买决策的影响。对假冒产品购买的决定因素,包括产品知识和产品外观,了解有限。研究表明,当消费者对该产品有足够的了解时,他们购买假冒产品的欲望与购买原装产品的欲望相同,因为它具有新颖性。研究局限性仅限于时尚假冒产品(衣服和鞋子),进一步的研究应扩展到其他类型的产品中以获得全面的了解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
DOES NOVELTY-SEEKING DRIVE PURCHASE DECISIONS? UNDERSTANDING CONSUMER DESIRES TO BUY COUNTERFEIT PRODUCTS
This study aims to analyze the effect of product knowledge and product appearance on counterfeit product purchasing decisions through novelty seeking. In the current era, consumers use many counterfeit products as an alternative to the original product. The research using quantitative study by testing 148 samples as users of counterfeit products. The results showed product knowledge and product appearance positively impact on purchasing decisions. In addition, the appearance that imitates the original product tends to be liked because of its innovation. Research also proves that novelty seeking strengthens the effect of product knowledge and product appearance on purchasing decisions. The determinants of counterfeit product purchase, including product knowledge and product appearance, have limited understanding. The research indicates that when consumers have adequate knowledge of the product, they have identical desire to buy counterfeit product as the original product because it has a novelty. Research limitation only focuses on fashion counterfeit product (clothes and shoes), further study should expand in another types of product to gain comprehensive understanding.
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