طراحی و تبیین مدل رفتار مصرف‌کنندگان کالاهای تقلبی (محصولات موردمطالعه: کفش ورزشی، عطر و ادکلن، عینک آفتابی و قطعات یدکی خودرو)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه شهید بهشتی

2 عضو هیئت علمی دانشگاه شهید بهشتی

چکیده

با توجه به این‌که قوانین و مقررات محکم و مدونی در زمینه مبارزه با تولید و عرضه محصولات تقلبی وجود ندارد، تقریباً می‌توان ادعا کرد که جلوگیری و مبارزه با تولید و عرضه محصولات تقلبی در ایران کاری بسیار دشوار است. تنها راهی که برای مبارزه با محصولات تقلبی باقی می­ماند، جلوگیری از مصرف محصولات تقلبی توسط مشتریان این محصولات است. بر این اساس در مطالعه حاضر به شناسایی عوامل مؤثر بر رفتار خرید محصولات تقلبی پرداخته می­شود. روش پژوهش حاضر از نوع توسعه­ای است. در پژوهش از روش کیفی جهت توسعه مدل مفهومی استفاده شد. نمونه آماری پژوهش را 15 نفر از مصرف­کنندگان پرمصرف چهار گروه کالاهای تقلبی تشکیل می­دهند. جهت تجزیه‌وتحلیل داده‌ها نیز از تحلیل تم و مدل‌سازی ساختاری تفسیری (ISM) استفاده شد. یافته­های پژوهش منتج به ارائه مدل مفهومی پژوهش شد. در مدل مفهومی متغیرهای ویژگی­های فردی، ویژگی­های مبتنی بر محصول، ویژگی­های فرهنگی و اجتماعی و شرایط و حالات خرید به‌عنوان متغیرهای پیش­بین، متغیر­های نگرش و تمایل به خرید محصول تقلبی به‌عنوان متغیر میانجی، متغیر تداوم خرید محصول تقلبی به‌عنوان متغیر وابسته و متغیر ادراک نسبت به کالای تقلبی نقش متغیر تعدیل گر را ایفا می­کنند.

کلیدواژه‌ها


عنوان مقاله [English]

Designing and explaining the behavior model of counterfeit goods consumers (Products studied: sports shoes, perfume, sunglasses and auto spare parts)

نویسندگان [English]

  • bahman hajipour 1
  • gholamhosain khorshidi 2
  • mehdi jafarzadeh kenari 1
1 shahid beheshti university
2 shahid beheshti university
چکیده [English]

 
 As there are no strong laws and regulations in the fight against the production and supply of counterfeit products in Iran, it can almost be concluded that the prevention and the fight against the production and supply of these products is very difficult or even impossible in Iran. The only way to fight against the counterfeit products is to prevent counterfeit products from being consumed by customers who are consciously or unconcsciously buying these products. Accordingly, in this study, the factors affecting the purchase behavior of counterfeit products are identified. The method of this research is developmental. In this research, a qualitative method is used to develop a conceptual model. The statistical sample of the study consisted of 15 consumers of four groups of counterfeit goods. Theme analysis and interpretive structural modeling (ISM) are used to analyze the data. The findings resulted in providing the conceptual model of the research. In the conceptual model, the variables of individual characteristics, product-specific characteristics, cultural and social characteristics, and purchasing situations and conditions are identified as predictive variables; attitudes and tendency to purchase counterfeit products as intermediary variables; the purchase continuation of a counterfeit product as a dependent variable and the counterfeit products perception as a moderator variable.

کلیدواژه‌ها [English]

  • Counterfeit Product
  • Genuine Products
  • Perception
  • Attitude
  • Purchase continuation of a counterfeit product
ابراهیمی، عبدالحمید؛ جعفرزاده، مهدی و بزرگی، صابر (1391). بررسی عوامل مؤثر بر نگرش و قصد مصرف‌کنندگان به خرید محصولات تقلبی برندهای لوکس، فصلنامه علمی پژوهشی پژوهشات بازاریابی نوین، شماره 6، صص 34-1.
دعایی، ح.ا، حسن­زاده، ژ.ف. (1389). مقایسه تطبیقی نگرش مشتریان به برندهای جهانی پوشاک (موردمطالعه: مقایسه برندهای محلی ایران، کره و ژاپن). بررسی‌های بازرگانی. (42): 26-40. شماره 42.
Aaker, D. (1991). "Managing brand equity: Capitalizing on the value of a brand name", New York: The
     Free Press.
Atesoglu, I. & Erdogan, H. H. (2009). The Effects of Brand Imitation on Ready-Made Clothing
     Companies. Electronic Journal of Textile Technologies, 3 (2), PP. 43-49.
Augusto de Matos, C. Trindade Ituassu, C. & Vargas Rossi, C. A. (2007). Consumer attitudes toward
     counterfeits: a review and extension, Journal of Consumer Marketing, 24/1: 36–47.
Albers-Miller, N.D. (1999). Consumer misbehavior: Why people buy illicit goods. Journal of
     Consumer Marketing. 16(3): 273–87.
Ang, S. H. Cheng, P. S. Lim, A. C. & Tambyah, S. K.(2001).Spot the difference: Consumer responses
     towards counterfeits. Journal of Consumer Marketing.18 (3): 219–235.
Bloch, P. H. Bush, R. F. & Campbell, L. (1993), Consumer accomplices in product counterfeiting: A
     demand-side investigation. Journal of Consumer Marketing,10(4), PP.27–36.
Bian, Q. & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison,
     Journal of Business Research, 65, pp. 1443–1451.
Chaudhry, P. Cordell, V. & Zimmerman, A. (2005). Modeling anti-counterfeiting strategies in response
     to protecting intellectual property rights in a global environment. Marketing Review. 5(1), pp 59-72.
Chiou, Jyh-Shen and Shen Chi-Chung, (2006), "The Effects of Satisfaction, Opportunism, and Asset
     Specificity On Consumers' Loyalty Intention Toward Internet Portal Sites", International Journal
     Service Industry Management, 17, 1, pp.7-22.
Cordell, V.V. Wongtada, N. & Kieschnick, R.L. (1996). Counterfeit purchase intentions: Role of
     lawfulness attitudes and product traits as determinants. Journal of Business Research. 35, pp.41–53.
Doaei, H. & Hasanzadeh, Zh (2010). Comparative Comparison of Consumer Attitudes to Global
     Clothing Brands (Case Study: Comparison of Local Brands of Iran, Korea and Japan), Business
     Reviews, 42, pp. 26-40. (in Persian)
Ebrahimi, Abdolhamid; Jafarzadeh, Mehdi and Bozorgi, Saber (2012). Investigating the Factors
     Affecting Consumer Attitudes and Intentions to Buy Counterfeit Luxury Products, Modern
     Marketing Research Journal, No. 6, pp. 34-1. (in Persian)
Gentry, J.W. Putrevu, S. & Shultz II, C.J. (2006). The effects of counterfeiting on consumer search.
     Journal of Consumer Behavior. 5(3), pp. 245–256.
Gentry, J.W. Putrevu, S. Shultz II, C. & Commuri, S. (2001). How now Ralph Lauren? The Separation
     of Brand and Product in aCounterfeitCulture. Advances in Consumer Research, 28 (1), PP. 258-265.
Gentry, J. Putrevu, S. & Shultz I, C. & Commuri,S. (2006).How now Ralph Lauren? The separation of
     brand and product in a counterfeit culture. Advances in Consumer Research. 28, pp. 258–65.
Grossman, G.M. & Shapiro, C. (1988). Foreign counterfeiting of status goods. Quarterly Journal of
     Economics.103, pp. 79-100.
Harvey. P.J. & Wallas, W.D. (2003). Laboratory markets in counterfeits goods: Hong Kong versus
     LasVegas. Applied Economics Letters. 10(14), pp. 883–887.
Huang, J.H. Lee, B.C.Y. & Ho, S.H. (2004), Consumerattitude toward gray market goods,
     International Marketing Review, 21(6), PP. 598-614.
Jenner, T. & Artun, E. (2005). Determinanten des erwerbs gefälschter markenprodukte – ergebnisse
     einer empirischen untersuchung. Der Market. 44(3/4), pp. 142–50.
Lai, K. & Zaichkowsky, J.L. (1999). Brand Imitation: Do the Chinese Have Different Views?, Asia
     Pacific Journal of Management, 16(2), pp. 179-192.
Li, Q. (2006). Consumer demand fuels counterfeit goods. Available http://www.chinadaily.com.cn/
    home/2006-12/05/content_751043.html.
Li, X. (2007). "How Brand Knowledge Influences Consumers’ Purchase Intentions", Published
     Doctoral Dissertation, Auburn University.
Marticotte, F. & Arcand, M. (2017). Schadenfreude, attitude and the purchase intentions of a counterfeit
     luxury brand, Journal of Business Research, 77, pp. 175-183.
Nia, A. & Zaichkowsky, J.L. (2000). Do counterfeits devalue the ownership of luxury brands? The
     Journal of Product and Brand Management. 9(7), pp. 485–97.
Norum, P. S. & Cuno, A. (2011). Analysis of the demand for counterfeit goods. Journal of Fashion
     Marketing and Management. 15(1), pp. 27-40.
Nueno, J. & Quelch, J.A. (1998). The mass marketing of luxury. Business Horizons. 41(6), pp. 61–68.
Penz, E. Schlegelmilch, B. & Stöttinger, B. (2009). Voluntary purchase of counterfeit products:
     empirical evidence from four countries. Journal of International Consumer Marketing, 21(1), pp.
     67-84
Phau, L. Teah, M. & Lee, A. (2009). Targeting buyers of counterfeits of luxury brands: A study on
     attitudes of Singaporean consumers. Journal of Targeting, Measurement and Analysis for
     Marketing. 17, pp. 3-15.
Phau, I, Sequeira, M. & Dix, S. (2009). Consumers’ Willingness To Knowingly Purchase Counterfeit
     Products, Direct Marketing: An International Journal, 3(4), pp. 262-281.
Roda, A. Raisa, J. Schwarza, J. & Čermákováa, K. (2015). Economics of luxury:Counting probability
     of buying counterfeits of luxury goods, Procedia Economics and Finance, 30, pp. 720-29
Reuters. (2007) Counterfeit goods are linked to terror groups. International Herald Tribune. Available
Sahin, A. & Atilgan, K. O. (2011). Analyzing Factors that Drive Consumers to Counterfeits of Luxury
     Branded Product, Journal of American Academy of Business, Cambridge, 17(1). Pp. 283-292.
Schlegelmilch, B.B. Stöttinger, B. & Der Kauf, G. (1999). Markenprodukte: die lust auf das verbotene.
     Marketing ZFP. 22(3), pp. 196–208.
Shultz II, C.J. & Soporito, B. (1996). Protecting intellectual property strategies and recommendations
     to deter counterfeiting and brand piracy in global markets. Columbia Journal of World Business. 31,
     pp. 8–28.
Spink, J.(2019). Food counterfeiting:A growing concern, encyclopedia of food chemistry, pp. 648-651
Staake, T. Thiesse, F. b. & Fleisch, E. (2012). Business strategies in the counterfeit market, Journal
     of Business Research, 65, pp. 658–665
Staake, T. Thiesse, F. & Fleisch, E. (2009). The emergence of counterfeit trade: a literature review,
     European Journal of Marketing, Vol. 43 No. ¾, pp. 320-349.
Stravinskiene, J. Dovaliene, A. & Ambrazeviciute, R. (2013). Factors Influencing Intent to Buy
     Counterfeits of Luxury Goods, Economics And Management, 18 (4), Pp. 761-768.
Teah, M. & Phau, I (2010). Attitudes Towards Counterfeits Of Luxury Brands: The Singapore Story,
      Curtin University Of Technology, pp. 1-8.
Tom, G. Garibaldi, B. Zeng, Y. & Pilcher, J. (1998). Consumer demand for counterfeit goods.
     Psychology and Marketing. 15(5), pp. 405–421.
Triandewi, E. & Tjiptono, F. (2013). Consumer Intention to Buy Original Brands versus Counterfeits.
     International Journal of Marketing Studies. 5(2), pp. 23-32.
Vida, I. (2007). Determinants of consumer willingness to purchase non-deceptive counterfeit products.
     Managing Global Transitions. 5(3), pp. 253–270.
Wee, C. H. Tan, S. J. & Cheok, K-H. (1995). Non-price determinants of intention to purchase
     counterfeit goods An exploratory study, International Marketing Review, Vol. 12 No. 6, pp. 19-46.
Wilcox, K. Kim, H.M. & Sen, S. (2009). Why do consumers buy counterfeit luxury brands? Journal
     of Marketing Research. 46, pp. 247–59.
Wimmer, H. & Yoon, V. Y. (2017). Counterfeit product detection: Bridging the gap between design
     science and behavioral science in information systems. decision support systems, 104, pp. 1-12
Yoo, B. & Lee, S.H. (2009). Buy genuine luxury fashion products or counterfeits? Advances in
     Consumer Research. 36, pp. 280–286.
Yoo, B. & Lee, S-H. (2012). Asymmetrical effects of past experiences with genuine fashion luxury
     brands and their counterfeits on purchase intention of each. Journal of Business Research. 65, pp.
     1507–1515.
Zaichkowsky, J.L. (2006). The Psychology behind Trademark Infringement and Counterfeiting. Edition
     of Ilustrada, Editor: Rout ledge. Pp. 46-49.