| Summary: | 碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 96 === China is more and more economically influential rapidly﹐ and people's consuming habits have been greatly chaged because of their higher purchasing capabilities than before. This research foucs on examining the relationships among consumer (vanity traits,ethics beliefs,and the self-monitoring,) on counterfeit boutique purchasing in the Shanghai,one of China's most prosperous cities local
The questionnaire survey methodology is adopted, and the statistic sample pool is defined as the local normal income people of Shanghai by this research respectively. Among 240 questionnaires delivered, 169 are effectively collected. After running SPSS statistical software to process and analyze collected data, the results reveal that:
1. The higher the consumers' value of vanity traits, the higher the consumers' value of fake awareness, which results in direct proportion.
2. The stronger the consumers' value of ethical beliefs, the higher the consumers' value of counterfeit brand-name goods awareness, which results in inverse proportion.
3. The higher the consumers' value of elf- monitoring, the higher the consumers' value of counterfeit brand-name goods awareness, which results in direct proportion.
4. The higher the consumers' value of counterfeit brand-name goods awareness,the higher the consumers' interests of purchasing, which results in direct proportion.
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