本研究以台灣消費者為對象，採用問卷方式調查精品與仿冒品兩類產品之消費者在人口統計變數上的特徵，以及仿冒品的購買經驗對再購精品、仿冒品的意願。資料分析發現，在824份有效樣本中，有購買精品經驗的有668人，其中有243人同時購買精品和仿冒品，顯示這兩類產品存在部分互補性；僅購買仿冒品的有134人。此結果顯示668個精品消費者對於仿冒品仍有36.38%的需求空間，發現名牌精品與仿冒品間除了存在替代性之外，也存在部分互補性。再者，統計檢定結果發現：（一）年所得愈高的消費者對名牌精品的購買意願愈高；（二）愈年長的消費者對名牌仿冒品的購買意願愈高；（三）愈年長的消費者愈容易因購買仿冒品經驗而提升再度購買仿冒品的意願。此結論證實了年所得對消費者購買精品意願的影響，以及年齡對購買名牌仿冒品意願的影響。

The purpose of this study was to explore the consumers’ choices of the genuine luxury goods and counterfeit goods and their behavior of purchasing them by a questionnaire survey on the effects of counterfeit-purchasing experiences over the consumers’ choice and their behavior of buying the genuine luxury goods and counterfeit goods. The results showed that among 824 valid samples there were 668 respondents who had experiences of purchasing genuine luxury goods, and there were 243 respondents who bought both genuine luxury goods and counterfeit goods at the same time, which suggested that these two types of goods were complementary. The above results indicated that 668 consumers of genuine luxury goods still had 36.38% of demand space for counterfeit goods, demonstrating that there was not only substitutability but also complementarity between luxury goods and their counterfeits. In addition, the results revealed that: (1) The higher the consumers’ income was, the stronger their intention to buy the genuine luxury goods; (2) The older the consumers were, the stronger their intention to buy counterfeit goods; (3) The older the consumers were, the higher willingness they had to purchase counterfeit goods due to their experiences of buying counterfeit goods. In sum, the study demonstrated that “income” affected intention to buy the genuine luxury goods, and “age” influenced the intention to buy counterfeit goods.

中文文獻
Kotler, P. (1998). 行銷管理學 : 分析, 計劃, 執行, 與控制 (方世榮譯): 東華書局.
王盈仁. (2008). 精品消費行為之研究：奢侈民主化. 臺灣大學商學研究所碩士論文.
何介舜. (2007). 台灣精品業子母公司的競合策略. 國立台灣大學管理學院碩士論文.
李如環. (2004). 精品代理商新產品引進決策流程之探討. 國立台北大學企業管理研究所碩士論文.
張慧琴. (2003). 精品市場之進口傢飾消費者行為研究─以國際扶輪社社員為例. 國立中央大學企業管理系碩士論文
賴文智. (2005). 智慧財產權與民法的互動─以專利授權契約為主. 國立臺灣大學法律學研究所碩士論文.

英文文獻
Albers-Miller, & Nancy D. (1999). Consumer Misbehavior: Why People Buy Illicit Goods. Journal of Consumer Marketing, 16(3), 273-287.
Ang, S. H., Cheng, P. S., Lin, E. A. C., & Tambyah, S. K. (2001). The Journal of Consumer Marketing. 18(3), 219.
Atsmon, Y., Salsberg, B., & Yamanashi, H. (2009). Luxury goods in Japan:Momentary sigh or a long sayonara? (McKinsey Asia Consumer and Retail, Ed.).
Bamossy, G., & Scammon, D. (1985). Product Counterfeiting: Consumers and Manufacturing Beware in Hirshmen, E.C. and Holbrook, M.B. Advances in Consumer Research, 12(Association for Consumer Research, Provo, UT,), 334-342.
Barnett, J. (2005). Shopping for Gucci on Canal Street: Reflections on Status Consumption,Intellectual Property and the Incentive Thesis. Virginia Law Review, 91(381-423).
Baugh, D. F., & Davis, L. L. (1989). The Effect of Store Image on Consumers' Perceptions of Designer and Private Label Clothing. Clothing and Textiles Research, 7, 15-21.
Beaudrillard, J. (1968). Le systeme des objets, la consommation des signes (Denoel/Gonthier ed.).
Bian, X., & Veloutsou, C. (2007). Consumers' attitudes regarding non-deceptive counterfeit brands in the UK and China. Journal of Brand Management, 14(3), 211-222.
Bloch, P. H., Bush, R. F., & Campbell, L. (1993). Consumer ‘accomplices’ in product counterfeiting: A demand-side investigation. Journal of Consumer Marketing, 10(27-36).
Bourne, F. S. (1957). Group Influence in Marketing and Public Relations. Some Applications of Behavioral Research(207-257).
Brown, A. (2002). Luxury Redefined. Across the Broad, 69.
Chaudhry, P., & Walsh, M. G. (1996). An assessment of the impact of counterfeiting in international markets. The Colombia Journal of Word Business, 34-48.
Conner, K., & Rumelt, R. P. (1991). Software Piracy: An Analysis of Protection Strategies. Management Science, 37, 125-139.
David M. Hopkins, L. T. K., and Mark T. Turnage. (2003). Counterfeiting Exposed: Protecting Your Brand and Customers.: John Wiley & Sons Inc.
Deaton, A., & Muellbauer, J. (1980). Economics and consumer behavior: Cambridge University Press.
Degen, R. J. (2009). The success of luxury brands in Japan and their uncertain future. globADVANTAGE, Polytechnic Institute of Leiria.
Dickson, P. R., & Sawyer, A. G. (1990). The Price Knowledge and Search of Supermarket Shoppers. Journal of Marketing Research, 54, 42-53.
Douglas, C. (2006). Counterfeiting in China: A Blueprint for Change. The China Business Review, 33(1), 14.
Dubois, B., & Duquesne, P. (1993). The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), 35.
Dubois, B., & Paternault, C. (1995). Observations: Understanding the World of International Luxury Brands: The “Dream Formula. Journal of Advertising Research, 35(4)(69-76).
Ergın, E. A. (2010). The rise in the sales of counterfeit brands: The case of Turkish consumers.African Journal of Business Management, 4(10), 2181-2186.
Lai, F.-T., Wu, S.-Y., & Chang, S.-c. (2011). why is a consumer who has a genuine good also attracted to its counterfeits. National Chi Nan University.
Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5-6), 347-363.
Forney, M. (2005, 9 June). Faking It. Time.
Gopal, R. D., & Sanders, G. L. (1998). International Software Piracy: Analysis of Key Issues and Impacts. Information Systems Research, 9(4), 380-397.
Grossman, G. M., & Shapiro, C. (1988). Counterfeit-Product Trade. The American Economic Review, 78(1), 59-75.
Harvey, M. G., & Ronkainen, I. A. (1985). International Counterfeiters: Marketing Success Without the Cost and the Risk. Columbia Journal of World Business, 20(3), 37-45.
Higgins, R. S., & Rubin, P. H. (1986). Counterfeit Goods. Journal of Law and Economics, 29(2), 211-230.
Holbrook, M., & Hirschman, E. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. The Journal of consumer research, 9(198-140).
Hopkins, D., Kontnik, L., & Tunage, M. (2003). Counterfeiting Exposed: Protecting Your Brand and Customers. New Jersey: John Wiley & Sons.
Hung, C. L. (2003). The Business of Product Counterfeiting in China and the Post-WTO Membership Environment. Asia Pacific Business Review, 10(1), 58-77.
Jose Luis, N., & John, A. Q. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61.
Kapferer, J. N. (1997). Managing Luxury Brands. Journal of Brand Management, 4(4), 251-260.
Kay, H. (1990). Fake's progress. Management Today, 54-58.
Kemp, S. (1998). Perceiving luxury and necessity. Journal of Economic Psychology, 19(5), 591-606.
Lai, K. K.-Y., & Zaichkowsky, J. L. (1999). Brand Imitation: Do the Chinese Have Different Views? Asia Pacific Journal of Management
Cover Date: 1999-08-01, 16(2), 179-192.
Lancaster, K. (1971). Consumer demand : a new approach: Columbia University Press.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: a field study. Journal of Marketing Research, 30, 234-245.
Lipsey, R. G., & Eaton, B. C. (1989). Handbook of Industrial Organization: Elsevier.
Matos, C. A. d., Ituassu, C. T., & Rossi, C. A. V. (2007). Consumer attitudes toward counterfeits: a review and extension. Journal of Consumer Marketing, 24(1), 36-47.
McDonald, G., & Roberts, C. (1994). Product Piracy: The problem that will not go away. Journal of Product and Brand Management, 3(4), 55-65.
McKinsey Corporation.(1990).The luxury Industry: An Asset for France. Paris:McKinsey
Nash, T. (1989). Only Imitation? The Rising Cost of Counterfeiting. Director, 64-69.
Nia, A., & Zaichkowsky, J. L. (2000). Do counterfeits devalue the ownership of luxury brands. Journal of Product and Brand Management 9(7), 485-501.
Okonkwo, U. (2009). The luxury brand strategy challenge. Journal of Brand Management, 16(5-6), 287-289.
Olsen, J. E., & Granzin, K. L. (1993). Using Channels Constructs to Explain Dealers’ Willingness to Help Manufacturers Ciombat Counterfeiting. Journal of Business Research, 27, 147-170.
Onkvisit, S., & Shaw, J. J. (1989). Product life cycles and product management. New York: Quorum Books.
Park, H.-J., Rabolt, N. J., & Jeon, K. S. (2008). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management, 12(2), 244-259.
Phau, I., Teah, M., & Lee, A. (2009). Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers. Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 3-15.
Phillips, T. (2005). Knockoff: The Deadly Trade in Counterfeit Goods. Journal of High Technology Law.
Prendergast, C. G. L. H., & Phau, I. (2002). Understanding Consumer Demand for Non-deceptive Pirated Brands. Marketing Intelligence & Planning, 20, 405-416.
Raustiala, K., & Sprigman, C. (2006). The Piracy Paradox: Innovation and Intellectual Property in Fashion Design. Virginia Law Review, 92, 1687-1777.
Roux, E., & Floch, J.-M. (1996). Gerer L'Ingerable: La Contradiction Interne de toute Maison de Luxe. Decisions Marketing, 9, 15-23.
Scitovsky, T. (1992). The Joyless Economy: The Psychology of Human Satisfaction: {Oxford University Press}.
Sonmez, M. a. Y. D. (2005). Manchester United versus China a counterfeiting and trademark match. Managing Leisure, 10, 1-18.
Swami, V., Chamorro-Premuzic, T., & Furnham, A. (2009). Faking it: Personality and individual difference predictors of willingness to buy counterfeit goods. Journal of Socio-Economics, 38(5), 820-825.
UNODC (Ed.). (2010). The Globalization of Crime-A Transnational Organized Crime Threat Assessment (Vol. No. E.10.IV.6): United Nations publication.
Vigneron, F., & Lester.W, J. (1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior. Academy of Marketing Science Review, 1999, 1.
Wada, T. (1996). Brand Name Demand brings More Fakes. The Nikkei Weekly, 32(1), 742.
Wah-Leung, C., & Gerard, P. (2006). Buyers' perceptions of pirated products in China. Marketing Intelligence & Planning, 24(5), 446.
Wall, D. S., & Large, J. (2010). Jailhouse Frocks: Locating the Public Interest in Policing Counterfeit Luxury Fashion Goods. British Journal of Criminology, 50(6), 1094-1116.
Weber, D., & Dubois, B. (1997). The Edge of Dream: Managing Brand Equity in the European Luxury market. Values, Lifestyles, and Psychographics.
Wee, C.-H., Tan, S.-J., & Cheok, K.-H. (1995). Non-price Determinants of Intention to Purchase Counterfeit Goods - an Exploratory Study. International Marketing Review, 12(6), 1-20.
Wilcox, K., Kim, H., & Sen, S. (2009). Why Do Consumers Buy Counterfeit Luxury Brands? JMR, Journal of Marketing Research, 46(2), 247.