/ [4] ; LV Nike Nokia IT (intentionalypurchase) [5] 1.3 : [6] [7] [89] [3] LEFKOFF HAGIUS [3] Chineseknockofs 3 electronic piratescopycatchine

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1 ChineseJournalofManagement Vol.9No.9 Sep.2012 / (1. ;2. ;3. ) : / 2 ; : ; ; ; :C93 :A : X(2012) AppraisalofSimilaritybetweenProductsandIntentionofPurchasingOriginalProducts LIDongjin 1 WU Ruijuan 2 LIYan 1 PIAOShihuan 3 (1.NankaiUniversityTianjinChina;2.TianjinUniversityofTechnologyTianjinChina; 3.ParkSaehwanSamsungOpenTideCo.Ltd.BeijingChina) Abstract:Thispaperexaminestheefectofthesimilaritybetweenknockofandoriginalproducts onpurchaseintentiontoknockofproducts.itdividesthesimilarityappraisalintosymbolicsimilarity appraisalandfunctionalsimilarityappraisal.basedonthecolecteddataandaccordingtotheregres sionanalysisitfindssymbolicsimilarityappraisalandpurchaseintentionarepositivelycorrelatedand embarrassmentcanserveasanimportantmoderatingfactor.thepaperalsofindsfunctionalsimilarity appraisalandpurchaseintentionarepositivelycorrelatedandembarrassmentandsmartshopperper ceptionmoderatetherelationship. Keywords:Knockofproduct;realproduct;similarityappraisal;purchaseintention ; [12] ; ; 5 [3] / : : ( ); (12YJC630239);2011 ( ) 1356

2 / [4] ; LV Nike Nokia IT (intentionalypurchase) [5] 1.3 : [6] [7] [89] [3] LEFKOFF HAGIUS [3] Chineseknockofs 3 electronic piratescopycatchinese fakesshanzhai WILCOX [6] ; ; ; ; 3 Shanzhaiproducts CHAO [10] : ; ( ) ( [1] ) : : 1.2 ; WILCOX [6] [2]

3 / ; / 3 : [11] ; [7] [12] ; [9] 2 LEFKOFF HAGIUS [3] [9] GENTRY [13] WEE [11] ANG [15] GENTRY [13] WANG [16] LEFKOFF HAGIUS [3] ; : WEE [11] 2 / [1] [2] ; 2.3 : [14] LV [17] 1 / 1358

4 / 3 2 ( ) ( ) [18] DAHL 2.4 [19] WONG [20] [22] BURTON [23] ; [17] GENTRY [13] ( ) : [17] 2 PENZ [21] [11] ; 1 0 ; 4 : : 1359

5 [22] 3.2 BURTON [23] [1011] ( ) 3 ( ) ; ; 3.1 [1011] 29 ( ) 10 ( ) ; ; [19] 2 ; :1 ; ;2 [22] ; ; 2 : 2 :1 [24] ( ) 2 ( ) ; ;2 ( ) ; ( ) [11] ;3 ; ; % 83.91% Cronbach α (EMB) EMB1~EMB / / (SSP) SSP1~SSP (31.6%) (68.4%) 8(2.1%) 72(18.7%)223(57.8%)83(21.5%)386(100%) 1360 ; [22] Cronbach α 2 5 Cronbach α (PC) PC1~PC (SSA) SSA1~SSA (FSA) FSA1~FSA (PI) PI1~PI3 0.92

6 / T EMB EMB EMB SSP SSP SSP SSP PC1 PC2 PC3 SSA2 SSA3 SSA4 FSA FSA FSA : χ = PI df =155 χ2 /df =2.60( χ2 /df 2 PI )p PI < 0.001RMSEA = 0.061(RMSEA ξ )SRMR = < 0.08CFI = 1 ξ 2 ξ 3 ξ 4 ξ 5 ξ 6 ξ 0.97>0.90NNFI =0.96> ξ ξ HAIR [25] 3 : ; ;3 3 1 ( ) ( 2 χ = df = 137 χ2 /df = 2.06p < AVE 4 AVE 2 β = ξ ξ ξ ) ( ) 3 2 RMSEA = 0.053SRMR = 0.045CFI = 0.98NNFI =0.97> β = HAIR [25] 0.27t=6.27p<0.001; 3 β =0.23 t=5.55p<

7 t=5.81p<0.001; 3 β =0.37 t=7.00p< (0.76) (0.45) (0.83) (-4.60) (-1.04) (-1.08) (0.77) (0.94) (1.20) (-6.83) (-6.49) (-1.04) (-1.38) (6.27) (5.55) (5.81) (7.00) (-2.54) 0.13 (2.86) (-0.69) 0.13 (2.83) R Adj R F /382 7/378 11/374 : p<0.05 p<0.01 p<0.001; t ( β = -0.11t= p<0.05) ( β = t=-0.69) 3 ( β =0.13t=2.86p< 0.01); ( ) ( β =0.13t= 2.83p<0.01) / 4 / ; ( ) 1362

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