A Study on the Influencing Factors of Product Cognition on the Purchase Intention of Fashion Accessories Counterfeits Fei Liu

다국어 초록 (Multilingual Abstract)

The existence of counterfeit products not only seriously infringes on the intellectual property rights and interests of brand owners, but also disturbs the market order and brings many negative effects to the healthy operation of the market economy. This paper selects handbags, hats, clocks, clocks, necklaces, rings and other decorative fashion accessories as the research objects to discuss the influence factors of product cognitive elements on the purchase intention of counterfeit products. Through literature research, in cognition of independent variables, three dimensions are appearance, purchasing process and function; In terms of mediating variables, symbolic value and social risk awareness were selected as one positive and one negative variable, respectively;Introduce moral dissolution consciousness as a moderating variable and analyze its moderating relationship between appearance, purchasing process, function, and purchase intention.This study was carried out according to the literature review, constructing theoretical model, proposing hypothesis, determining scale, conducting questionnaire survey, collecting and processing sample data, analyzing data with SPSS27 and AMOS26, verifying empirical analysis and hypothesis verification, forming conclusions, and putting forward countermeasures and suggestions. Through the overall study, it is found that in the influence of cognitive factors on purchase intention, appearance cognition has a significant positive influence on purchase intention, functional cognition has a significant positive influence on purchase intention, and purchasing process cognition has no significant influence on purchase intention; In the influence of cognitive factors on mediating variable, consumers have a significant positive effect on symbolic value and have a significant negative effect on social risk awareness. Experiential cognition has a significant positive effect on symbolic value and a significant negative effect on social risk awareness. Functional cognition has a significant positive effect on symbolic value and a significant negative effect on social risk awareness; In the influence of mediating variable on counterfeit purchase intention, symbolic value has a significant positive effect on purchase intention, and social risk awareness has a significant negative effect on purchase intention; In the study of mediating effects, symbolic value plays an intermediary role in the relationship between appearance cognition and purchase intention, purchasing process cognition and purchase intention, functional cognition and purchase intention. Social risk awareness also plays a intermediary role in the relationship between appearance cognition and purchase intention, purchasing process cognition and purchase intention, and functional cognition and purchase intention.In the study of the moderating effect of moral dissolution consciousness, it was found that moral dissolution consciousness has a positive moderating effect on appearance and purchase intention, purchasing process and purchase intention, while moral dissolution consciousness does not have a moderating effect on function and purchase intention. Finally, according to the conclusion of the research, relevant suggestions are put forward from the aspects of genuine brands, industry associations, government agencies and individual consumers, hoping to reduce the sales and purchase behavior of fashion accessories counterfeits and provide intellectual support for the good operation of the market economy. Keywords: product cognition, fashion accessories counterfeits, symbolic value, social risk awareness, moral dissolution consciousness, purchase intention

목차 (Table of Contents)

• Catalogue
• Abstract1
• Ⅰ. Introduction 1
• 1. Research Background1
• 2. Research Meaning5
• 3. Research Method 7
• 4. Research Contents9
• 5. Technical Road Map13
• 6. Research Innovation Points14
• Ⅱ. Literature and Theoretical Basis 16
• 1. Literature Review16
• 2. Theoretical Basis39
• Ⅲ. Research Design 52
• 1. Related Concepts 52
• 2. Research Model60
• 3. Research Hypothesis62
• 4. The Questionnaire Design 69
• Ⅳ. Empirical Analysis 75
• 1. Sample Feature Analysis 75
• 2. Reliability and Validity Analysis 79
• 3. Factor Analysis83
• 4. Correlation Analysis 92
• 5. Structural Equation Model Analysis 94
• 6. Mediation Effect 98
• 7. Moderating Effect102
• Ⅴ. Conclusion and Suggestion 110
• 1. Conclusion 110
• 2. Discuss 115
• 3. Propose 118
• Ⅵ. Research Limitations and Prospects 122
• 1. Research Limitations 122
• 2. Prospects 122
• References125
• Appendix 134
• 한글초록 138
• Acknowledgments140