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如今,仿冒品对我们的社会、经济和政治生活的诸多方面造成了严重问题:仿冒奢侈品的流行已经成为全球奢侈品行业所面临的巨大困境,威胁着整个行业和社会的福利,造成了数百十亿美元的损失。因此,仿冒奢侈品的购买行为已经成为了一个需要奢侈品行业和政府处理的紧迫问题。本文提出,调节聚焦影响了消费者购买仿冒奢侈品的意愿,产品的共同属性和可比属性在调节聚焦和购买意愿之间有调节效应。本文使用了问卷调查方法和适当的测量,证实了促进聚焦与购买意愿具有正向关系,而防御聚焦则呈负相关关系的假设,产品属性的中介作用也在本文被证实。此外,本文总结了一些理论和实践应用,以期对未来研究和奢侈品行业带来积极影响。
Nowadays, counterfeit goods pose a serious problem in many aspects of our social, economic and political life: the prevalence of counterfeit luxury goods has become a huge predicament for the global luxury goods industry, threatening the welfare of the entire industry and society, resulting in a number of Billions of dollars in losses. Therefore, the purchase of counterfeit luxury goods has become an urgent issue requiring the luxury goods industry and the government to deal with. This paper proposes that the adjustment of focus affects the willingness of consumers to buy counterfeit luxury goods, and the common and comparable attributes of the products have a regulatory effect between adjustment of focus and purchase intention. This paper uses a questionnaire survey and appropriate measurements, confirming the positive relationship between promotion and purchase intention, and the negative correlation between defensive focus and the intermediary role of product attributes. In addition, this article summarizes some of the theoretical and practical applications, with a view to future research and the luxury goods industry to bring a positive impact.