中國假冒商品對于奢侈品品牌形象的影響

./EffectsofcounterfeitingontheimageofluxurybrandsinChina中國假冒商品對于奢侈品品牌形象的影響[作者簡介]KathrinHamm[研究背景]Aboutfourdecadesago,thefirstcasesofprofessionalbrandcounterfeitingemerged.大約40年前,第一個專業(yè)品牌的造假案件出現(xiàn)。Atthattime,onlyafewmanufacturersofveryhigh-pricedandprestigiousproductsliketextile,jewelerandaccessorieswereeffectedanditwasassumedthatthisphenomenonwouldbeofminorsignificance.當(dāng)時,假冒商品只對少數(shù)價格高、聲望高的產(chǎn)品制造商產(chǎn)生一定影響,如紡織品、珠寶飾品,因此這一現(xiàn)象并未受到重視。Sincethen,however,counterfeitinghaspenetratedintothefar-mostcornersoftheworldandevolvedtoahugeindustryandhasbecomeaseriousandpersistingeconomicproblemglobally.然而從那時起,假冒商品已經(jīng)滲透到世界的每個角落,形成一個龐大的產(chǎn)業(yè),已成為一個嚴(yán)重的全球經(jīng)濟問題。Since1998,Chinesecounterfeitedproductsaccountforthelargestpercentageofallcounterfeits.自1998年以來,中國的假冒商品數(shù)量占全世界最大比例。Germancustomshaveconfiscatedcounterfeitedgoodsworth€1.1billionsin2006,60percentofthemcamefromChina.20XX,德國海關(guān)沒收了價值11億歐元的假冒商品,其中60%來自中國。[研究目的]ThegoalofthisstudywastoprovideanswersifthepresenceofcounterfeitsleadstoachangeinthebrandimageofluxurybrandsinChineseconsumersminds.本研究的目的是解析在中國消費者心中,假冒商品對于奢侈品品牌形象的影響。EspeciallyinChinawherecounterfeitsareveryintegratedintheurbansettingcomparedtothegenuineproducts,thisstudywantstoevaluatedtowhatextentcounterfeitsdevaluebrandimageofluxurybrands.Doeffectsexistatall?特別是在中國,假冒商品比正品更快進(jìn)入城市的消費市場。本研究想要評估假冒商品造成奢侈品品牌形象貶值的變化程度和具體影響。TheempiricallyevaluateresultsaimtoprovidepracticalimplicationsforluxurymanufacturersinChina.實證檢驗結(jié)果的評價目標(biāo)是為在奢侈品的中國制造商提供實踐管理啟示。[奢侈品理論]LuxuryTheoryLuxuryliteraturereviewhasshownthatinordertomeasurethepostulatedeffectsofcounterfeitsonluxurybrandimages,theessentialpartsoftheconstructofbrandevaluationhavetobeexamined.奢侈品研究的文獻(xiàn)表明,為了測量售假奢侈品品牌形象的假定影響,最關(guān)鍵的部分是構(gòu)建品牌評價體系進(jìn)行檢驗。Basedonthewidespreadliteratureonbrands,thefollowingcomponentshavebeendepictedtoformaviablepictureofbrandmeasurementregardingtheluxurysegmentanditsspecialties:perceptionandattitude.基于大量的品牌研究文獻(xiàn),感知與態(tài)度可以作為對于奢侈品市場細(xì)分及其產(chǎn)品特點的品牌測量的組成部分。TheluxuryconstructdevelopedbyVigneronandJohnson1wasusedtomeasuretheperceivedamountofluxuryinaspecificproductorbrand.Vigneron和Johnson提出的奢侈品創(chuàng)建與發(fā)展理論,可以用來測量某一特定的奢侈品產(chǎn)品或品牌的感知數(shù)量。Themeasuringscaleisprevailinginliteratureonluxury.測量量表一般是對于奢侈品的文字描述。Basedonpreviousresearchintheareaofprestigebrands,theauthorsdistinguishedfivedifferentkindsofperceivedvalueattributes:根據(jù)以往在奢侈品牌領(lǐng)域的研究,Vigneron和Johnson提出五種認(rèn)知價值屬性：Conspicuousness<symbolicconsumption>炫耀價值〔符號性消費Uniqueness<singularityasasignoflimitationandexclusivity>獨特價值〔限量性和排他性標(biāo)志Quality<perfectioninfunctionalityanddesign>品質(zhì)價值〔功能和設(shè)計的完美Hedonism<satisfactionofindulgencesandpleasure>享樂價值〔偏好和快樂的滿足Selfextension<possessionasexpressionofone’sownstatus>自我延伸價值<社會地位的外在表現(xiàn)>Whenreferringtocounterfeits,itisgenerallyassumedthatcopiedproductsnotonlyruinthespecialstatusaspectoftheoriginalbutalsocontributetoaseverelossinexclusivityanduniquenessduetotheavailabilityoflowerpricedcounterfeits.當(dāng)提到假冒偽劣商品,人們通常認(rèn)為仿品不僅破壞了正品原來的特殊地位,并且由于其較低的價格也造成了正品排他性和獨特性的嚴(yán)重屬性缺失。Furthermore,itwasessentialtoassesstheoverallbrandattitudebydevelopingaLikertscalebasedontheABCmodelofattitudes:affect,behaviorandcognition.此外,基于ABC態(tài)度模型〔感情affect、行為behavior、認(rèn)知cognition的克特量表是對于整體品牌態(tài)度的重要評估。Theknowledgeontheinferiorqualityandfunctionalityofacopyversionaswellastheperceptionofillegalitypaysintothesameaccountasthechangeinbehaviortowardsabrandwhichisthreatenedbyalargeamountofcounterfeitsavailableforless.大量質(zhì)量低劣的仿品出現(xiàn)是對品牌的最大威脅。TheoryonPerceptionsofLuxuryinChineseCulture中國文化中的奢侈品觀念理論Thesocialbehavioralpatternsguanxi,liwu,reciprocity,mianziandcollectivismprovideexplanationsforluxuryconsumptionaswellascounterfeitpurchasing.社會行為模式中"關(guān)系""禮物""禮尚往來""面子""集體主義"解釋了奢侈品消費以及假貨購買現(xiàn)象的發(fā)生。中國文化里會促進(jìn)奢侈品消費的行為模式GuanxifavorstheluxurymarketthroughitsinfluenceonChineseconsumers’decision-makinginfavorofbuyingluxurygoodsintermsofsocialnetworkingthroughfavorsorgiftstoadvanceinterests.從人們需要通過禮物或恩惠來進(jìn)行社交的角度來講,"關(guān)系"有利于奢侈品市場通過對中國消費者購買奢侈品的決策產(chǎn)生影響而獲取利益。Hence,itturnsouttobestronglycorrelatedtotheconceptoliwuwheregiftsfunctionassignsforgratificationortoolsforsocialnetworkingandthuscontributetoluxuryconsumption."關(guān)系"與"禮物"的概念密切相關(guān),禮物的功能是為了滿足或成為社交的工具,因此有助于促進(jìn)奢侈品消費。Theconceptofreciprocityadstothegiftexchangesincethefavorofagiftshouldbereturnedbyanevenbiggergift,whichenhancesluxuryconsumption."禮尚往來"的觀念增加了禮物的互換,因為接受禮物后就應(yīng)當(dāng)以更大的禮物加以回報,這就促進(jìn)了奢侈品的消費。Chineseliveinacollectivistsociety,andoneoftheconsequencesistheimportanceoffaceandthedesiretobelongtothein-group."中國人講究集體主義,集體主義對人們產(chǎn)生的影響就是注重面子并且渴望在一個群體中的找到歸屬感。Exactlytheinterdependencebetweenfaceandthecollectivist"in-group"valueofferstheluxuryresearcherstheexplanatorymodelastohowthecollectivistgroupconsciousnesscaneffectonluxuryconsumption,wherebyfaceisreferredtomianziortheimportanceofperceptionsbyothers.正是臉面和群體部的相互依存關(guān)系為奢侈品研究者提供了關(guān)于群體意識如何影響奢侈品消費的解釋模型,據(jù)此臉面被稱為面子或者是注重別人看法。中國文化里會影響假冒商品消費的因素Inthecontextofcounterfeitingthecollectivisticdesiretobelongtoacertainin-groupaswellastheenhancementofperceivedstatusintheviewpointofmianzipresentreasonsforgrowingcounterfeitpurchasesandisdescribedinthefollowingpremise.在假冒商品存在的情況下,想要融入某一特定社會群體的欲望和提高社會地位的認(rèn)可,都成為了增加購買假冒商品的原因。Anothervariablewhichinfluencescounterfeitpurchaseconstitutesperceivedrisktobediscoveredandpunished.另一個影響購買假冒商品的變量是由被發(fā)現(xiàn)和被處罰這兩部分風(fēng)險認(rèn)知組成。Thisappliestotheareaofpenaltybutalsotothesocialdomain.EspeciallywithinAsianculturesperceivedriskwasfoundtobethemaindrivertodistanceoneselffromcounterfeitpurchase,largelybecauseofapotentiallossoffaceintheirin-groups特別是在亞洲文化中,被發(fā)現(xiàn)使用假貨后,在社會群體中存在丟臉"沒面子"的潛在風(fēng)險,因而風(fēng)險認(rèn)知主要是使個人減少購買假冒商品的原因。[實驗分析]Inthiscontextthegradingsystemthatsegregatescounterfeitsintodifferentqualitylevels,especiallythelowestcategoryCincreasesthefeartogetcaught.假冒商品分為不同的質(zhì)量等級,最差的是C貨,最容易被人發(fā)現(xiàn)是仿品。ThepresentedtheoriesabovehaveformedthefollowingHypothesesthestudydrawsto:根據(jù)上述提出的理論可得出以下假設(shè)：H1:假設(shè)1"TheexistenceofCategoryCcounterfeitsreducestheperceivedamountofluxuryofabrandtoahigherextentthantheexistenceofCategoryAcounterfeitsthatthecustomerisexposedto."C貨比A貨在更大程度上降低了消費者對于原奢侈品牌的認(rèn)知價值。H2:假設(shè)2"ThebrandattitudetowardsaluxurybrandwillbeworsewhenthereareCategoryCcounterfeitsofthosebrandsthanCategoryAcounterfeitsthatthecustomerisexposedto."C貨比A貨使消費者對于原奢侈品牌的態(tài)度變得更壞。EmpiricalResults[實驗結(jié)果]Theexperimenthadasamplesizeof180probands,whichhavebeensplitequallyintosixsubgroups<30LouisVuitongenuine,30LouisVuittonCatA,30LouisVuittonCatC,30Chanelgenuine,30ChanelCatA,30ChanelCatC>.Themajorityoftheparticipantswerefemale<58percent>incomparisontomales<42percent>.實驗抽取180個受訪者,并把他們平均分成六組〔30個LV正品、30個LVA貨、30個LVC貨、30個香奈兒正品、30個香奈兒A貨、30個香奈兒C貨,相比男性〔42%,大部分參與者是女性〔58%。ForbothbrandsstatisticalfindingsoftheOne-WayANOVAacceptH1astrue,provingthataconsumer’sexposuretoCategoryCcounterfeitsreducestheperceivedamountluxuryofaproducttoahigherextentthanexposuretoCategoryACounterfeits.這兩個品牌的單向方差分析的統(tǒng)計結(jié)果表明：假設(shè)1成立,C貨比A貨在更大程度上降低了消費者對于原奢侈品牌的認(rèn)知價值。TheexemplaryillustrationofLouisVuittonbelowshowsthesignificantdecreases.TheexperimentresultsalsohaveproventhatconsumerswereunabletodifferentiatebetweenthegenuineproductsandCategoryAcounterfeits.Thesamefindingsoccurredforbrandattitude.用LV的實驗數(shù)據(jù)可表明C貨使消費者對于原奢侈品牌的認(rèn)知價值和品牌態(tài)度顯著下降。實驗還證明了消費者不能辨別正品和A貨的區(qū)別。Thequestionnairewasdesignedaccordingtoa6-pointLikertscale,where1markstheleastagreementwiththepositiveformulateditemand6marksthehighest.本次調(diào)查問卷中的"品牌認(rèn)知語義差異量表"是建立在Vigneron和Johnson提出的品牌奢侈量表基礎(chǔ)上,根據(jù)六維度克特量表設(shè)計,其中1表示與積極的認(rèn)知價值最接近,6表示最遠(yuǎn)離。Anegativedeviation,therefore,indicatesadecreaseinbrandattitudetowardsaluxurybrand.前測與后測的偏差之和為品牌態(tài)度的變化,正偏差表示品牌態(tài)度的上升,負(fù)偏差表示品牌態(tài)度的下降。正品實驗組Thesumofalldeviationsacrossthegenuinetreatmentgroupispositive.所有正品抽樣小組的前測和后測偏差之和為正。WhenconfrontedwithanoriginalChanelbag,probands’brandattitudesincreasedby+2,54.ThesamewastruefortheLouisVuittonoriginaltreatment<+0,82>.接觸香奈兒的正品包,受訪者的品牌態(tài)度上升了+2.54,接觸LV的正品包,受訪者的品牌態(tài)度上升了+0.82。A貨實驗組ExposuretoCatAcounterfeitsoftheChanelbrandproducedadecreaseof-2,16andexposuretocounterfeitsofLouisVuittoncausedadecreaseof-1,59.接觸香奈兒的A貨包,受訪者的品牌態(tài)度下降了-2.16,接觸LV的A貨包,受訪者的品牌態(tài)度下降了-1.59。C貨實驗組ThestrongestdecreaseoccurredafterexposuretocounterfeitsinCategoryC<Chanel,-4,02;LouisVuitton,-2,82>.最劇烈的下降發(fā)生C貨抽樣小組。接觸香奈兒的C貨包,受訪者的品牌態(tài)度下降了-4.02,接觸LV的C貨包,受訪者的品牌態(tài)度下降了-2.82。BecauseahigherdecreaseinbrandattitudewasobservedafterexposuretoCatCproductsforbothbrandsthanafterexposuretoproductsinCatA,hypothesisH2canbeapplied.實驗數(shù)據(jù)表明：C貨比A貨在更大程度上降低了消費者對于原奢侈品牌的認(rèn)知價值,假設(shè)1成立C貨比A貨會使消費者對于原奢侈品的品牌態(tài)度下降更多,假設(shè)2成立。LuxuryPerceptionSemanticDifferentialLouisVuittonCatAThesecondpartoftheexperimentwasdesignedtoquestiontheattitudeofChineseprobandstowardscounterfeiting.第二部分實驗設(shè)計是為說明中國受訪者對于假冒商品的態(tài)度。The6-pointLikertscaleattributesthenumber1to"Iabsolutelyagree"andthenumber6to"I100percentdisagree".六維度克特量表中,1表示"我完全同意",6表示"我完全不同意"。PreviousresearchdiscoveredapositiveattitudeoftheChinesefocusgrouptowardssoftwarepiracy.之前有研究發(fā)現(xiàn)中國消費者對于盜版軟件持有肯定態(tài)度。Theresultofthisstudydrawstheoppositeconclusionwithstrongnegativetendenciestowardscounterfeits<"Ithinkcounterfeitingisgenerallycondemnable",withmeanvalueof4,9;"Iwouldbuycounterfeitswithoutreservation",meanvalue2,2>.針對假冒商品的本次研究結(jié)果得出了相反的結(jié)論,中國消費者對于奢侈品假冒商品持有否定態(tài)度?！?我認(rèn)為假冒產(chǎn)品應(yīng)該受到譴責(zé)"的觀點平均值為4.9；"我會毫無疑問的購買假冒商品"平均值為2.2中國消費者對于假冒商品的態(tài)度IthinkcounterfeitingisgenerallycondemnableIwouldbuycounterfeitswithoutreservationpiracydamagesthebrandimageoftheoriginalmanufacturercounterfeitsareanalternativeforlessearnersIwouldrecommendedcounterfeitstomyfriendscounterfeitsaretherightanswertooverpricedluxuryproductsoftheupperclassIhaveboughtatleastonecounterfeitcounterfeitshavebecomesociallyacceptableChineseattitudetowardsCounterfeitingThequestionnairefinishedwithtwoopenquestionsthatgavetheprobandsthepossibilitytoexpresstheirownopinionaboutbrandstheyfeelarecounterfeitedthemostandtowhatextentthisinfluencestheirperceptionaboutthosebrands.調(diào)查問卷中含有兩個開放式問題,使受訪者可以對于經(jīng)常被假冒的奢侈品牌表達(dá)他們的看法,并且說明是如何影響他們對于這些品牌的認(rèn)知和態(tài)度。Thefirstquestionasks:<1>"Whichbrandsarecounterfeitedthemost,pleasegivesomeexamples."第一個問題：哪個品牌被假冒得最多,請舉出一些例子。Thesecondquestionasks:<2>"Howdoesthisinfluenceyourimageaboutthosebrands?"第二個問題：假冒商品是如何影響這些品牌的品牌形象？LouisVuittonwasmentionedmostfrequently,whichalsomustbeinterpretedinthecontextofthisexperiment.路易·威登被提及得最頻繁,這也必須在這個實驗中加以闡釋。Nevertheless,Gucciwasmentionedinthesecondplace,beforeChanel.第二位是Gucci〔古奇,第三位是Chanel〔香奈兒。ThefourthplaceistakenbyPrada,thefifthplacebyDolce&Gabbana.第四位是Prada〔普拉達(dá),第五位是Dolce&Gabbana〔D&G杜嘉班納。Thesecondquestionaskshowthisinfluencestheimageofthosebrands.第二個問題是問如何影響這些品牌的形象。Throughareductionprocesssixmainclusterscouldbeidentified:通過減少過程中的六個主要集群可以查明：Hardlyanyeffectontheluxurybrand<40percent>對原奢侈品牌幾乎沒有任何影響〔40%Generatepublicityfortheluxurybrandtoacertainextent<22.5percent>對原奢侈品牌一定的宣傳作用〔22.5%Harmthebrandimageoftheluxurybrand<17.5percent>損害原奢侈品牌的品牌形象〔17.5%Willinfluencefuturepurchaseintention<10.5percent>影響未來的購買意向〔10.5%Stillwillpurchaseoriginalluxuryproducts<8.5percent>未來仍然購買奢侈品的正品〔8.5%Shockedbythecounterfeits<1percent>對假冒商品感到震驚〔1%ItcanbeconcludedthatbothHypothesis1andHypothesis2holdtrue,provingthattheexposureofcounterfeitsdecreasesluxuryperceptionandbrandattitudetowardsluxurybrandsandinferiorqualityeventoahigherextent.印證了假設(shè)1和假設(shè)2成立,假冒商品會降低對于原奢侈品牌的認(rèn)知和態(tài)度,甚至對于品質(zhì)價值的認(rèn)知將變得更為低劣。ThisisalsoaffirmedbythethirdpartofthequestionnairewhereChineseprobandshaveshownanegativetendencytowardscounterfeiting.通過調(diào)查問卷的第三部分也肯定了中國受訪者對于假冒商品表現(xiàn)出反對傾向。Nevertheless,resultshavealsoproventhatcounterfeitshaveahighpresenceinthemarketwhichisaffirmedbythehighrateofactualcounterfeitbuyers.結(jié)果也證明,假冒商品具有較高的市場占有率,是由于其實際購買率高。ManagementImplications管理啟示[啟示1]Thisstudyhasshownthatmanufacturersneedtofocusonthedemand-sideofcounterfeits.Advertisementistherebytherightmessenger.這項研究表明,制造商應(yīng)該將關(guān)注重點放在假冒商品的需求方。廣告是適合的信息傳播工具。Thestudyhasshownthatthosedeterminantsforluxuryconsumptionarenotthesameforcounterfeitconsumption.這項研究表明,奢侈品的正品消費與仿品消費的決定因素是不同的。Advertisementapplicationsfromsocialbehavioralpatterns社會行為模式的廣告應(yīng)用[正品消費]TheresultsofthisstudyhaveproventhatChineseconsumerswouldnotrecommendcounterfeitstotheirfriends.這項研究結(jié)果表明,中國消費者不會建議他們的朋友購買假冒商品。Thesameappliestogift-giving.這同樣適用于送禮問題,中國消費者也不會在送禮時選擇假冒商品。Thegivingofacounterfeitasgiftmayresultinthelossoffaceforthegiverstronglycorrelatedwithgift-givingistheconceptofguanxi,whichdescribessocial