| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 99 === As an emerging country, China’s power of political influence, per capita income, international trade, military force and economic development rose sharply in the past decades. The success of the “Open Policy” also changed people’s old image of China.
Lots of the global companies go to China because of the cheap labor force, undevelopmental lands and benifital tax regulations. China has become manufacturing factory of the world. By absorbing and accumulating the knowledge from the forenign cultures and technical skills, China intensifies its’ strength and develops industry in the meantime. Just like the same experience of Taiwan, we can see that China wants to have its’ own brand, not only doing the OEM works. However, the first step of China was to copy the products of world-wide business. China copies not only the cell phones, but also the notebooks and e-books. China’s copying culture spreads rapidly.
The pirate copies used to be under tables only. But with the low price and the consumption habit in China, the copying culture is now a new stream of innovations. There are also more and more researches focusing on the patterns, value chain and disruptive innovation of the cheap copying culture.
The purpose of this thesis is to comprehend the relationship of personal consumption habit, vanity and group influence on purchasing intention. The result was analyzed by technology acceptance mdel (TAM), and it indicated that vanity and group influence have positive effects on on purchasing intention, but the purchasing intention goes down when life quality and intellectual property rights (IPR) are improved and awared. Although the low price is attractive, people do concern the RMA service. This could be an instruction for planning the marketing strategy, which might also lead the business in Taiwan to a better place.
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