文献类型：期刊文献

中文题名：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

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

作者：马永斌[1,2];董伶俐[3]

第一作者：马永斌

机构：[1]北京大学光华管理学院;[2]宁波大学现代管理研究中心;[3]河南财经政法大学工商管理学院

第一机构：北京大学光华管理学院,北京100871

年份：2018

卷号：0

期号：1

起止页码：97-105

中文期刊名：财经论丛

外文期刊名：Collected Essays on Finance and Economics

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2017】；CSSCI:【CSSCI2017_2018】；

基金：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)

语种：中文

中文关键词：仿冒轻奢侈品;产品炫耀性;态度功能理论;购买意愿

外文关键词：Counterfeit New Luxury Products;Product Conspicuousness;Functional Theories of Attitudes;Purchase Intention

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。
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.