| 摘要: | 隨著時代的進步以及全球化的來臨，仿冒品的猖獗，從早期傳統的市場、地攤、二手商店到現在的虛擬通路，均可以發現仿冒品的存在。加上通俗文化(popular culture)的全球擴散效果，創造了一個全球市場，使得消費者對於與通俗文化有關的形象或是產品產生了需求，因此，這些流行產品成為仿冒品廠商的最愛。爲了滿足消費者對於產品所產生的附加價值，因此消費者對於仿冒品的相似度評估，即成為一項重要的課題。雖然過去之對仿冒品相關之過往研究，提供了豐富詳盡的資訊，不過卻未對本研究的主題有所著墨。故，本研究嘗試以發展量表的方式探討消費者評估仿冒品相似度之構面。
本研究之資料蒐集方式共分為兩部份：首先量表初步建構，採用焦點團體的方式，隨後再由221位問卷受測者來驗證題項與構面之穩定性。
本研究發現消費者評估仿冒品相似度之構面為「內部設計與縫線」、「產品外部設計」、「品牌標籤的印製」以及「整體相似度」。
With the rapid growth of technology and globalization, counterfeiting becomes more and more serious. And on the popular culture along with diffusion effect around the world, a global market of popular products was created. At the same time, with the popular cultural related image or product, these popular products have become the counterfeiting manufacturer’s main target products. In order to satisfy the consumers’ requirement of value added regarding the product, counterfeiting similarity judgments became more important. Although early and recent counterfeiting studies provided use-ful information, they did not examine the specific issues addressed in our research. Consequently, the specific purposes of the study are going to develop a scale to discuss the counterfeiting similarity judgment dimension.
The collection of data in this study is divided two parts: the first is force group and the second is providing the questionnaire. Evaluation of the items is done by content analysis. Thus, assess the reliability and validity by exploratory factor analysis (EFA) and Cronbach’s .
The four counterfeiting similarity judgment dimension is “internal design and sew-ing thread”, “product exterior design”, “brand label print” and “whole similar”. |
