消費者對山寨機的態度與行為意圖

Understanding Consumers' Attitudes and Behavioral Intention toward Shanzhai Mobile Phones

本研究應用理性行為理論瞭解消費者對山寨機的態度與行為意圖，並比較線上與實體通路差異對消費者行為所造成之影響。受訪者的資料來自實體與網路兩部份，到人群聚集處以及網路平台發放問卷。結構方程模式分析顯示態度與主觀規範顯著影響消費者對山寨機的行為意圖，消費者認知到山寨機的績效風險顯著影響對山寨機的態度。來自親友的主觀規範透過影響了消費者對山寨機的態度，進而間接影響其行為意圖。本研究體現了理性行為理論在消費者對山寨手機行為態度的成功應用。

This study applied the theory of reasoned action (TRA) to investigate consumer attitude and behavioral intention toward Shanzhai mobile phones. The influence of consumer attitude and subjective norm on behavioral intention and the influence of consumer perception of performance risk and channel type (online or brick-andmortar) on consumer attitude toward Shanzhai mobile phones were explored. Both online and pencil-and-paper questionnaires were utilized to survey consumer and structural equation modeling was adopted to explore the causal relationship among the constructs. The results indicated that consumer attitude toward Shanzhai mobile phones deceases if his/her performance-risk perception increases. The results also revealed an indirect effect of subjective norm on behavioral intention through attitude, suggesting that any evaluations of consumer attitude needs to consider both direct effect and indirect influence on behavioral intention, otherwise an incomplete assessment may result. The study makes a significant contribution to the literature by verify the TRA's successful application to the Shanzhai mobile phone industry.