Abstract: In order to study the factors influencing counterfeit clothing purchase intention, this article first explores the relationship among product cognition, consumers' attitudes and willingness to purchase counterfeit clothing, and then takes two other factors-money worship and moral judgment-into consideration to further explore the influence of these two factors in this logical framework based on the theoretical logic of "cognitive-attitudinal-behavioral intention". The results show that the three dimensions of product perception: appearance, experience and function have a positive influence on symbolic value and purchase intention and a negative influence on social risk; the symbolic value in consumers' attitudes positively influences while social risk negatively influences purchase intention; all the three dimensions of product perception can positively influence purchase intention through symbolic value, and negatively influence purchase intention through social risk; money worship positively influences while moral judgment negatively influences purchase intention. Nevertheless, money worship does not play a positive moderating role between the three dimensions of product perception and symbolic value, and moral judgment does not play a positive moderating role between the three dimensions of product perception and social risk. Finally, corresponding countermeasures are suggested based on the research results obtained.

Key words: product cognition, symbolic value, social risk, money worship, moral judgment, counterfeit clothing

摘要： 为了研究仿冒服装购买意愿的影响因素,基于“认知-态度-行为意愿”理论逻辑,首先探究产品认知、消费者态度与仿冒服装购买意愿间的影响关系,然后加入金钱崇拜与道德判断两个因素,探究二者在此逻辑关系中所起到的影响作用。结果表明:产品认知的外观、体验、功能三个维度均能正向影响象征价值及购买意愿、负向影响社会风险;消费者态度中的象征价值正向影响购买意愿,社会风险负向影响购买意愿;并且产品认知的三个维度均能通过象征价值正向影响购买意愿,通过社会风险负向影响购买意愿;金钱崇拜正向影响购买意愿,道德判断负向影响购买意愿;而金钱崇拜在产品认知的三个维度与象征价值间并不起到正向的调节作用,道德判断在产品认知的三个维度与社会风险间也不起到正向的调节作用。最后,根据得到的研究结果,提出相应的对策建议。

关键词: 产品认知, 象征价值, 社会风险, 金钱崇拜, 道德判断, 仿冒服装