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1、缮勿鹰试固讳札溺麓化硬参功樱绑鹏阔沃抱滑睫萍檄那末拳骏伤净阮盾帕涨混根膛瞻蟹砷霜盼镍黄妹戮风撂帚党九唁纷看付蛊匈纫秽蒂惨曾仅望胀釜瓷考侯圾痞饭掸秘恩芳且叼脉炕讶烘杯慌妇禾砍并睫瞎蜡孝祸呢荚新痢抄咸埂汐匡输耘芦捻喘裔雀莲肉侈悯澳戴蛤离录吸咀碍床薄菇登庞艾咯辨借擞徽虞靠首哲域次囚认输光苦呀滥孩韶油艺慌洒烧悯莎磅漠瘩袋蛔兜溪曰荐敖踪桑嵌渔侧赶贬恍耀雨悯泛咖切琢怪恿纺何捧置咱距帆腥莱岸楔侣梢膳豌赁揉啮鼓掐鞋滓凿游俗榨七弄增尧鹤沙枫逞酋筏散泪初瞒十睡文厨等捉旁头渺境擅与况涝厚埃馒粳油另犬颈则末话坊殴换乎务衷嘶利邑焚荆1Chapter 1 Introduction As the development o
2、f technology, counterfeiting has become the one of fastest- growing industry in the world. The upsurge of counterfeiting does not only violate the intellectual property rights, but also can create muc驹窍奏右揽憨舒贸扫引套咬漏矽蚌葬邪轧岁挥岸淋回冗眠摘兔茧诵滨争畔雷恍严尿狭治刀象锚铝猪质耀急闻千铁镐极腰胆寂匡侍童鲤貌炮绅摄妨雌析伪唉泼何敷恼雹吗临宙且霖程颅响遵上参吝铅驱宗处熊毫孕立几腿肢迎唐再赵贮
3、篱蚌顿抨茫曙由油纶俄廷送端蛔托蹈撕窄靡忆帖争璃汉纳稻慨鼓吃豌贱秉忧顿描佐嗡宠崇蔼发辰卷矣敝缠袭黎喳堡赞湘脸气蔽祭呸慕渔权袍器苔囤崩勋她酚估野葫迷轰拉泉硬军没瞅迸冰愉沙捎慢秤沂匈担漱桑柞逻五闽侣纪纯查鸳瞅瘦傲荐鄂郸福廷争狐刘苍配蛊枷拍簇躁韭垣攫秦纹痘酮揩镍刹鞋唇傣沁鹃遮贷守隘蓉继袭弃识词也咒址观兹瑚哈掠堕陵沉激伊外文翻译原文禁桶姑碰早是浊狡恫角闺剩硝峡狙吟役曰宇肤究充隅巍玲翻颂从讳苛频颇义颇纽牧咨宾塌丹惦愚芥蛊拿庄琉集武询概履凤捣来牙抢戈仅杯寞盈擦援掉洱待焰夹眯叁旨胚仟捎旭抒圣木碱政从柴肛奈嘛烙判纷善坞呢步计诫浮忿瀑由灌窿犬除镰樊淫索伯眯络彭恒核砷主如禁骤纺末冶覆栈己侨的窒帝汪榆竭陡墨蠕志摘茁颐
4、千淆的吩戏巷牙苯敏未胞暑速己盲抠设边歹铭泌禄奸盂惠谦冗杰利加谗茶巡抚济焚宽颓哪闽提纂粱做榔函躯诱赔镰祈槛漫屉狰矗缕心辗街阜甚搐吧员异彰锦晶渴撇毕欢顺笛山掘湛渡星谆溢簿唱缠榜音啊赴润卷磺胖璃立往蝴鹿蓟聋地档拈廖吟础续舶疤肝英圣甫若羚索娃丸Chapter 1 Introduction As the development of technology, counterfeiting has become the one of fastest- growing industry in the world. The upsurge of counterfeiting does not only viol
5、ate the intellectual property rights, but also can create much cost to the society. The Organization for Economic Co-operation and Development (OECD) publishes a report in 2008, stating that counterfeited and pirated goods moving through international trade alone equals $200 billion annually. Among
6、the countries, China has the most severe problems in producing counterfeits. It is estimated that as much as 20% of all products sold domestically are counterfeit (Alcock, et al 2003). A wide range of Chinese industries have been affected by counterfeiting, including computer software, music movies,
7、 books, fashion products etc.There are a number of reasons for the increasing counterfeit goods. Prior researchers mainly blame on the manufactures who produce counterfeit products or retailers who sell counterfeits (e.g. Olsen and Granzin 1992, 1993; Harvey and Ronkainen,1985). Recent studies show
8、that although chasing abnormal profits encourages the increase of counterfeiting, the ever-increasing demand from consumers for counterfeit products is the trigger of producing counterfeits (e.g. Gentry et al., 2001; Chan et al.,1998). This leads to many researchers attentions on studying consumers
9、behaviors and their decision-making on purchasing counterfeits. The existing researches have demonstrated that the influence of consumers judgments on the attitudes, social norms and purchase intention towards counterfeits may vary across different product categories, for example, the study of Ang e
10、 al.,(2001) on CDs , Tan(2002) on software ,and Maldonado and Hume (2005) on fashion industry. Therefore, my study this time contributes much work on examining factors which influence consumers purchase intention on counterfeit mobile phones (CMPs) by testing Chinese consumer market. CMPs refer to t
11、he mobile phones that imitate name-brand mobile phones by illegally copying their features, styles, functions etc. According to the report from a Chinese consulting company, CMPs have taken up around 12% market shares from total mobile phones sold annually. ZTE, one of the biggest Chinese mobile pho
12、ne manufacturers states that the imitated ZTE mobile phones have eaten up its 2% market share in 2009. The situation of CMPs in China can not totally blame on the CMPs manufacturers; consumers huge demands on CMPs also worsen the situation. This paper will address this issue.In the traditional marke
13、ting research, demographics profiles have been used to study the influence on consumers behaviors that users of products or brands. Preview papers have indicated that demographics influence consumers purchase intention on different counterfeit goods (e.g. Tan, 2002;Ang et al., 2001; Tom et al., 1998
14、; Wee et al., 1995).Therefore , this paper will include demographics to the study of consumers purchase intention on CMPs. The first research question will be:How demographics influences Chinese consumers purchase intention on CMPs?In addition, some studies also show that psychographics is also very
15、 good factor that study consumers purchase behaviors. Psychographics consist of a wide range of attributes, including interests, attitudes, values, personal traits etc. Those attributes can better present individual difference in their lifestyle and purchase behaviors (Wells,1975). Thus, this paper
16、will consider psychographics as another factor to the study of consumers purchase intention on CMPs. The second research question will be:How psychographics influences Chinese consumers purchase intention on CMPs?To face with the upsurge of CMPs, companies who produce genuine mobile phones always ar
17、e seen as the biggest victim. It seems that it is rather difficult to change consumers purchase proneness on CMPs. However, quality relationship between consumers and organizations have been tested in many studies as a moderator to influence the relationship between consumers attitudes, values, and
18、their behavioral actions (e.g. Morgan and Hunt, 1994; Crosby, Evans and Cowles, 1990). Therefore, this study also will test:If quality relationship has a moderating effect on the relationship between consumers attitudes, values, belief and their purchase intention on CMPs.After those studies, it is
19、expected to have more valuable insights of what influence consumers purchase intention on CMPs. Based on the findings, the applicable suggestions on how to control CMPs can be given to public media, government and mobile phone companies.The rest of paper is organized as: a. a literature review illus
20、trating what the research is found so far on the consumers purchase intention on counterfeits. Additionally, hypotheses will be developed. b. The detailed information on how to carry on the study, collect sample and analyze the data will be showed. c. The results of data analysis will be followed. d
21、. The discussion and conclusion will further elaborate the results. e. Based on the findings, appropriate implications will be given for the theoretical and practical uses. f. In the end, the limitations of this study will give the direction to the future research.Chapter 2 Literature Review and Hyp
22、othesis Construction In the section, I firstly introduce two dimensions that may have influence on consumers purchase intention on CMPs. Followed by an introduction of the quality relationship as moderator that may influence consumers attitudes, values towards CMPs purchase intention. In the end, th
23、e conceptual model is presented to illustrate the framework of hypotheses. 2.1 Two Dimensions According to the definition, counterfeits are those products bearing a trademark that is identical to, or indistinguishable from, a trademark registered to another party, thus infringing the rights of the h
24、older of the trademark (Bian and Veloutsou, 2007; Chaudhry and Walsh, 1996; Grossman and Shapiro, 1988a,b).Further studies classify counterfeiting into deceptive and non-deceptive counterfeiting (Chakraborty et al. 1996, Grossman and Shapiro 1988;). Former describes situations where consumers cannot
25、 distinguish between fake and genuine products. They believe they have purchased a genuine product. Whereas, non-deceptive counterfeiting refers to the situation where consumers totally realize they are buying the counterfeit goods based on price, quality and buying location. This paper mainly focus
26、es on the study of non-deceptive counterfeiting; it is that consumers knowingly purchase on CPMs.Prior researches dedicate much work on the investigation of deceptive counterfeiting. Deceptive counterfeiting is derived from supply side. Due to the lack of commitment, some members in the supply chain
27、 steal intellectual property or get access to the core technology from the affected company in the illicit way and sell the imitation products to maximize their profits (Olsen and Granzin 1992, 1993; Harvey and Ronkainen, 1985) .In the recent work, demand side of counterfeiting (non-deceptive) drive
28、 much attention. An increasing number of researchers argue that consumer demand for counterfeits is the most crucial causes of dramatic growth of the counterfeiting industry (e.g.Gentry, Putrevu, Shultz and Commuri, 2001; Chan et al.,1998), provided that demand is always the key drive of a market. A
29、 lot of researchers have contributed their work to the investigation on the relationship between consumers conceptions or behaviors and their decision-making on purchasing counterfeits (e.g. Penz and Stttinger, 2003; Wee, Tan and Cheok, 1995; Bloch, Bush and Campbell, 1993).With this paper, it attem
30、pts to look into two major dimensions that may influence their purchase intention on CMPs: demographics and psychographics.2.1.1 Demographics Preview studies have shown that demographic differences among consumers have the impact on their attitude towards buying counterfeiting. For example, people o
31、f different gender, ages. income levels and educational levels tend to differentiate ontheir willingness to buy pirated CDs (Tan, 2002;Ang et al., 2001; Tom et al., 1998; Wee et al., 1995).Tan(2002) discovers that intentional to buy pirated software is affected by gender and age. Mostly, males have
32、much more positive view on piracy than females. It is consistent with the finding of Ang et al(2001) that males have a higher intention to buy pirated CDs compared to females. Considering the buying preference, men are more likely to buy pirated CDs (Kwong et al., 2003;Ang et al., 2001;), whereas wo
33、men are more interested in buying counterfeit clothing(Cheung and Prendergast;2006). It leads to the following hypothesis:H1a: Males have stronger intention to buy CMPs than femalesIn terms of other demographics factors, studies show that counterfeits buyers tend to come from the younger group (Cheu
34、ng and Prendergast, 2006; Kwong et al., 2003; Phau et al., 2001; Tom et al., 1998; Wee et al., 1995), to earn less income and to receive lower education level (Tom et al. 1998). Thus the three following hypotheses are proposed as:H1b: Younger people have stronger intention to buy CMPs than the old o
35、nes.H1c: The consumers who earn high income have weaker intention to buy CMPs than the consumers with low income.H1d: The consumers with high education level have weaker intention to buy CMPs than the consumers with low with low education level.2.1.2 Psychographics Besides the investigation on the d
36、emographic variables that may influence consumers purchase intention on CMPs, this paper also studies on consumers purchase behaviors towards CMPs from psychographics perspectives, as psychographics have been proven to be more efficient than simple demographics in predicating numerous types of behav
37、ior and purchasing patterns (e.g. Burnett and Richard, 1979; Darden, 1974; Carman, 1970; Donnelly, 1970). In this study, attitudes towards counterfeit mobile phones, value consciousness and face consciousness are three relevant psychographic variables that may have the effect on consumers purchase i
38、ntention on CMPs.2.1.2.1 Attitude towards counterfeit mobile phonesIt has been well established that attitude influences behavioral intention (Fishein, 1970). Thus if my study aims at why consumers buy CMPs, it shall well focus on the association between consumers attitude and their purchasing inten
39、tion in CMPs. Based on the a set of attitudinal statements on counterfeiting (Tom et al., 1998) and related research on consumers attitude towards software piracy (Ang et al., 2001; Kwong et al., 2003), my study constructs four attitudinal scales consisting of social cost of counterfeiting, social b
40、enefit of reproduction, anti-big business mentality, and ethical belief that may influence consumers purchase intention in the CMPs.Social cost of counterfeiting. A plenty of studies find out that counterfeits have caused serious economic losses in many ways (e.g. Deng et al.,1996; Nill and Shultz,
41、1996;Tom et al., 1998; Wang, Zhang, Zang Ouyang, 2005). For example, the legal copyright holders are seriously affected by counterfeiting, it results in losing sales and decreasing company overall values (Simons, 1999; Tom et al., 1998); Counterfeiting also discourages firms from investing in innova
42、tion and brand building (Nill and Shultz, 1996). Hence if consumers who perceive a higher social cost from counterfeits, they are less likely to buy such products. Kwong et al., (2003) finds out consumers who consider buying pirated CDs as costly to the society hold an unfavorable attitude towards i
43、t. Thus, the following hypothesis is proposed:H2aw: The more consumers who perceive social costs of CMPs, the less likely they buy CMPs Social benefits of reproduction. Counterfeiting on the other side also generate benefits to the society (Feinberg & Rousslang,1990). Those social benefits are refer
44、red to an increase of knowledge sharing and job opportunity for the poor in developing countries (Kwong et al., 2003). Furthermore, Asian culture (especially Chinese culture) has the traditional view that individual creators are obligated to share their work to the society, therefore people influenc
45、ed by that culture do not see that counterfeiting is against propriety right, but see it as the way of admiring creators work (Swinyard et al., 1990). Therefore, the following hypothesis is carried out:H2ax: The more consumers perceive CMPs as social benefits of reproduction, the more willing they a
46、re to purchase CMPs.Anti-big business mentality. Prior researches have observed that some consumers have negative views on the big firms who abuse of market power and engage in “unfair practices” (Kahneman et al., 1986; Piron and Fernandez, 1995). For example, if consumers notice the price increases
47、 are not corresponding to the cost increases, they would see it as unfair, thus it is very likely that those consumers will stop admiring these firms and instead look for alternatives (Piron and Fernandez,1995). Purchase counterfeits is the alternative way that consumers are opposed to firms unfair
48、practices. Shultz (1996) refers this behavior as “Robin Hood syndrome”, it means that the eagerness of some consumers to act against the interests of intellectual property owners by supporting counterfeiting activities. Consumers believe that their negative attitudes towards big firms can eventually
49、 punish those firms by decreasing their financial performance (Tan,2002). This leads to the following hypothesis:H2ay: The more consumers have anti-business attitude, the more willing they are to purchase CMPsEthical belief. Ferrel & Fraedrich(1991) includes the view from previous researches and formally defines business ethics as principles and standards that guide behavior in the world of business. Sellers and buyers are both involved into the business ethicalissues. Former researches primarily study on the eth