| Summary: | 碩士 === 國立屏東商業技術學院 === 國際企業所 === 99 === Abstract
In the Name brand fashion-luxuries of market, the huge factors that affect achievements of business management are rampancy and overflow of fakes. Although the governments all over the world actively carry out cracking down on counterfeits, the number of fakes is still high. The policies and lawful regulations of the government are not also able to hinder the will of the consumers from purchasing fakes. Therefore, with a view to preventing buying fakes, the dealers of Name brand fashion-luxuries should realize the mental factors of consumers in advance why they purchase counterfeits so as to provide reference to dealers to draw up their sales strategy.
In addition to the factors that cause the sales of fakes rising, which include price guide, the technique of imitation, and the convenience of sales channels, in the process of decision when consumers purchase fakes become the issue which needs discussing. We collect domestic and foreign literatures and find that the mental factors of Conformity, The Trait of Vanity, Perceived Risk, Perceived Value, and Purchase Intention for consumers have a huge effect on the will of consumers who purchase fakes. Therefore, the research deeply discusses the connections between Conformity, The Trait of Vanity, Perceived Risk, Perceived Value, Purchase Intention and the will of purchasing counterfeits.
The research set the fakes of Name brand leathers the topic, and through the methods of statistics that include Sample Descriptive, Reliability Analysis, Validity Analysis, Correlation Analysis, Regression Analysis, Perceived Risk, and Perceived Value ect. will positively affect the will of purchasing counterfeits. Therefore, the research suggest brand true goods of dealers should devote to raising the quality of products and improving the system of forgery-proof and differentiating, and cooperate with the administration to enforce to advocate not committing crime and list the rewards of prosecution to conduct the value of consumers. Cracking down on the illegal fakes cooperates with suppressing the will of consumers who purchase them at the same time so that we can improve the economic development and image of society.
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