Jiang Ling, Shan Juan
International School of Business, Beijing International Studies University, Beijing, China.
School of Management, Shanghai University, Shanghai, China
Psychol Rep. 2016 Aug;119(1):181-99. doi: 10.1177/0033294116659316. Epub 2016 Jul 20.
This study responds to the emergence of the Shanzhai phenomenon in the international marketplace and introduces the Shanzhai phenomenon into the consumer behavior literature by defining it and comparing it with well-known concepts like luxury counterfeits. More specifically, it examines how consumers' face and brand consciousness influence their willingness to buy luxury counterfeits rather than Shanzhai products. The results show that consumers who are more face conscious are more likely to choose luxury counterfeits than Shanzhai products. In addition, consumers' face consciousness elicits a high concern for well-known brands, which also in turn leads to a more favorable attitude toward luxury counterfeits than Shanzhai products. These findings enable researchers to better understand consumers' responses toward both Shanzhai and counterfeit products and help companies that are protecting their original brands to tailor their consumer-directed measures more effectively.
本研究回应了国际市场上山寨现象的出现，并通过对山寨现象进行定义并将其与奢侈品仿冒品等知名概念进行比较，将山寨现象引入消费者行为文献。更具体地说，它考察了消费者的面子意识和品牌意识如何影响他们购买奢侈品仿冒品而非山寨产品的意愿。结果表明，面子意识更强的消费者比购买山寨产品更有可能选择奢侈品仿冒品。此外，消费者的面子意识引发了对知名品牌的高度关注，这反过来也导致对奢侈品仿冒品的态度比对山寨产品更有利。这些发现使研究人员能够更好地理解消费者对山寨产品和仿冒产品的反应，并帮助保护其原创品牌的公司更有效地制定针对消费者的措施。
