9 9 20129 ChineseJournalofManagement Vol.9No.9 Sep.2012 / 1 2 1 3 (1. ;2. ;3. ) : / 2 ; : ; ; ; :C93 :A :1672 884X(2012)09 1356 09 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 2003 2010 ;2010 12 [12] ; ; 5 [3] / :2010 10 12 : (71072101); (12YJC630239);2011 (20112102) 1356
/ 2 1 1.1 [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] 2 1357
9 920129 2.2 / ; / 3 : [11] 2 2.1 ; [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
/ 3 2 ( ) ( ) [18] DAHL 2.4 [19] WONG [20] [22] BURTON [23] ; [17] GENTRY [13] ( ) : 4 2.5 [17] 2 PENZ [21] [11] ; 1 0 ; 4 : : 1359
9 920129 [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 ; ; 4 4.1 460 413 386 89.78% 83.91% 1 2 1 Cronbach α (EMB) EMB1~EMB3 0.89 / / (SSP) SSP1~SSP4 0.88 3 8 79 32 122(31.6%) 5 64 144 51 264(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~PC3 0.78 (SSA) SSA1~SSA4 0.75 (FSA) FSA1~FSA3 0.92 (PI) PI1~PI3 0.92
/ 0.85 3 4.2 T EMB1 0.77 17.24 EMB2 0.91 22.21 EMB3 0.88 21.09 SSP1 0.67 14.40 SSP2 0.79 17.95 SSP3 0.89 21.34 SSP4 0.86 20.32 PC1 PC2 PC3 SSA2 SSA3 SSA4 FSA1 0.91 22.80 FSA2 0.83 19.75 0.917 0.787 FSA3 0.92 23.04 2 : χ = PI1 0.92 23.02 403.03df =155 χ2 /df =2.60( χ2 /df 2 PI2 0.90 22.38 0.920 0.788 5 )p PI3 0.85 20.44 0.000< 0.001RMSEA = 0.061(RMSEA 4 0.050.08 ξ )SRMR = 0.056 < 0.08CFI = 1 ξ 2 ξ 3 ξ 4 ξ 5 ξ 6 ξ 0.97>0.90NNFI =0.96>0.90 1 0.856 ξ2 0.11 0.806 ξ3 0.07 0.39 0.742 HAIR [25] 3 :1 0.50.7 ; 4.3 2 0.7;3 3 1 ( 0.5 1 ) 2 0.46 1 ( 2 χ = 281.66df = 137 χ2 /df = 2.06p 0.000 < 0.001 0.891 0.733 0.880 0.650 0.74 14.58 0.73 0.786 14.52 14.48 0.73 0.550 AVE 4 AVE 2 β = 0.82 0.82 0.51 16.53 16.50 9.69 0.768 0.534 ξ4 0.27 0.05 0.08 0.731 ξ5 0.35 0.54 0.08 0.37 0.887 ξ6 0.50 0.25 0.10 0.49 0.56 0.888 ) ( ) 3 2 RMSEA = 0.053SRMR = 0.045CFI = 0.98NNFI =0.97>0.90 3 0.05 3 5 2 β = HAIR [25] 0.27t=6.27p<0.001; 3 β =0.23 t=5.55p<0.001 1 1361
9 920129 0.30t=5.81p<0.001; 3 β =0.37 t=7.00p<0.001 2 5 1 2 3 0.04 0.02 0.03 (0.76) (0.45) (0.83) -0.23-0.04-0.05 (-4.60) (-1.04) (-1.08) 0.04 0.04 0.05 (0.77) (0.94) (1.20) -0.29-0.28 (-6.83) (-6.49) -0.05-0.07 (-1.04) (-1.38) 0.27 0.23 (6.27) (5.55) 0.30 0.37 (5.81) (7.00) -0.11 (-2.54) 0.13 (2.86) -0.03 (-0.69) 0.13 (2.83) R 2 0.06 0.43 0.47 Adj R 2 0.05 0.42 0.45 F 8.039 41.20 29.68 3/382 7/378 11/374 : p<0.05 p<0.01 p<0.001; t ( β = -0.11t= -2.54 p<0.05) ( β = -0.03 t=-0.69) 3 ( β =0.13t=2.86p< 0.01); ( ) ( β =0.13t= 2.83p<0.01) / 4 / 5 5.1 2 ; 5.2 2 ( ) 1362
/ 1 ; 3 [1921] 2 [2123] 5.4 2 2 [2310] 2 5.3 2 1 2 ; [1]. [C]//21. : 2003:79~108. [2]. Fishbein [J]. 200811(5):40~49. [3]LEFKOFF HAGIUSRMASON C H.Characteris 2 ticbeneficialandimage Atributesin Consumer JudgmentsofSimilarityandPreference [J].Journal ofconsumerresearch199320(1):100~110. [4]. [EB/ OL].(2008 11 06)[2010 10 10]. htp://www. 1363
9 920129 fjqm.com.cn/qkzx/showarticle.asparticleid = 5001. [5]. [18]VERBEKE WBAGOZZIRP.ASituationalAnaly [EB/OL].(2009 05 19)[2010 04 20]. sison How SalespeopleExperienceand Cope with htp://www.boraid.com/darticle3/list.aspid = Shameand Embarrassment [J].Psychology and 111473. Marketing200219(9):713~741. [6]WILCOXKKIM H MSENS.WhyDoConsumers BuyCounterfeitLuxuryBrands[J].JournalofMar ketingresearch200946 (2):247~259. [7]COMMURIS.TheImpactofCounterfeitingonGen uine item Consumers BrandRelationships[J].Jour nalofmarketing200973 (3):86~98. [8]JACOBSLSAMLIA CJEDLIK T.The Night mareofinternationalproductpiracy [J].Industrial Marketing Management200130(6):499~509. [9]EISEND MSCHUCHERT G LER P.Explaining CounterfeitPurchases:A Review andpreview [J]. Academy of Marketing Science Review200612 (1):1~20. [10]CHAOP.Partitioning Countryof Origin Efects: ConsumerEvaluationsof A Hybrid Product [J]. JournalofInternationalBusinessStudies199324 (2):291~306. [11]WEEC HTANSJCHEOKK H.Non pricede terminants of Intention to Purchase Counterfeit Goods[J].InternationalMarketingReview1995 12(6):19~46. [12]LYNN M.ScarcityEfectson Value:A Quantita tive Review ofthe Commodity Theory Literature [J].Psychology & Marketing19918(1):43~ 57. [13]GENTRYJWPUTREVUSSHULTZCJ.The EfectsofCounterfeitingonConsumerSearch [J]. JournalofConsumerBehavior20065(3):1~12. [14]PEASE A GGALLETA D FTHONG J Y L. SoftwarePiracyinthe Workplace:A Modeland EmpiricalTest [J].Journalof ManagementInfor mationsystem200320(1):153~177. [15]ANGSHCHENG PSLIM E A Cetal.Spot thediference:consumerresponsestowardscoun terfeits[j].journalofconsumermarketing2001 18(3):219~235. [16]WANGCC.FactorsthatInfluencethe Piracy of DVD/VCD MotionPictures [J].JournalofAmeri canacademyofbusiness20056 (2):231~237. [17]LEARY M RLANDELJLPATTON K M.The MotivatedExpressionofEmbarrassmentFolowinga Self PresentationalPredicament[J].JournalofPer sonality199664(3):619~636. [19]DAHLD WMANCHANDA R VARGO JJ. Embarrassmentin ConsumerPurchase:The Roles ofsocialpresenceand Purchase Familiarity [J]. JournalofConsumerResearch200128(3):473~ 481. [20]WONG K Y.ConsumerEmbarrassmentandItsBe havioralconsequences [C]// American Marketing Association Winter Conferences Chicago2006: 126~127. [21]PENZEST TTINGER B.Forgetthe Real Thing Takethe CopyAn Explanatory Modelfor thevolitionalpurchaseofcounterfeitproducts[j]. AdvancesinConsumerResearch200532:568~ 575. [22]GARRETSONJABURTON S. Highly Coupon andsale Prone Consumers:Benefitsbeyond Price Savings [J].Journal of Advertising Research 200343(2):162~172 [23]BURTONSLICHTENSTEIN D RNETEMEY ERR Getal.A Scalefor Measuring Atitudeto wardprivatelabelproductsandanexaminationof Its Psychologicaland Behavioral Correlates [J]. JournaloftheAcademyofMarketingScience1998 26(4):293~306. [24]CRONINJJBRADY M KHULTT M.Assess ingthe Efectsof QualityValueand Consumer Satisfactionon Consumer BehavioralIntentionsin Service Environments [J].Journalof Retailing 200079(2):193~218. [25]HAIRJFBLACK W CBABINBJetal.Multi variatedata Analysis [M].New York:Prentice Hal2006. ( ) : (1957~) ( 300071) E mail:djli1280@163.com 1364