查詢結果分析
來源資料
頁籤選單縮合
題 名 | 「謀定而後動」或「習慣成自然」?--侵權消費行為之前因分析=Is That a Planned or Habitual Action?--Determinants of Illegal Consuming Behavior |
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作 者 | 彭玉樹; | 書刊名 | 公平交易季刊 |
卷 期 | 14:4 民95.10 |
頁 次 | 頁101-138 |
分類號 | 496.34 |
關鍵詞 | 計畫行為理論; 仿冒品; 道德; 過去行為; The theory of planned behavior; Ethics; Counterfeit; Past behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究將修正之計畫行為理論應用於探討道德行為議題 (侵權消費行為) 並使用層級迴歸模式進行實證分析。247位大學生的研究樣本用以測試態度、主觀規範、知覺行為控制和過去行為對仿冒品購買意圖的影響。在整體樣本的部分,實證結果顯示修正之計畫行為理論對於大學生仿冒品購買意圖能夠提供不錯的解釋力。相較於模式中其他自變數,過去行為是一個預測能力較佳的變數。在次樣本的部分,TPB模式較適合用於探討消費者未具購買仿冒品經驗之購買意圖,而無法有效解釋已具購買仿冒品經驗的大學生之仿冒品未來購買意圖。 |
英文摘要 | This study is an extension of the theory of planned behavior (TPB) as applied to the area of moral behavior (i.e. illegal consuming behavior) using hierarchy regression modeling. Data were collected from 247 university students to assess the influence of attitude, subjective norms, perceived behavior control, and past behavior on the intention to purchase counterfeit goods. The empirical results indicate that the modified TPB model could provide sufficient explanatory power of the intention to purchase counterfeit goods, and past behavior is a better predictor than any of the other independent variables. Subsample analysis suggests that the TPB model is more appropriate when subjects do not have experience of purchasing counterfeit goods. |
本系統中英文摘要資訊取自各篇刊載內容。