| 其他摘要 | With the enhancement of comprehensive national strength, contemporary Chinese people are more and more keen to consume luxuries, and at the same time, people wearing counterfeit luxuries can be seen everywhere. The trade and consumption of counterfeit luxuries affect the market order, international economy, market and trade reputation in China's legal society. According to previous studies, it has been confirmed that most of the buyers of counterfeit luxuries take the initiative to purchase the goods under the condition of knowing that the goods are fake, and the psychological factors of consumers play a great role in it. Therefore, this research is carried out from the perspective of consumers.Based on this, this research, from the perspective of consumers, studies the internal characteristics of consumers, as well as the prediction, internal mechanism and boundary conditions of the purchase intention of counterfeit luxury goods. On the basis of previous studies, a theoretical model of this study was constructed to explore the relationship between narcissism, psychological entitlement, moral disengagement, self-deception and purchase intention of counterfeit luxury goods, and to propose research hypotheses.This study consists of one study and conducts a comprehensive analysis of this problem in the form of questionnaire. All variables are measured by maturity scale. A total of 407 valid questionnaires were collected anonymously online to analyze and explore the relationship between narcissism and purchase intention of counterfeit luxury goods, as well as the role of psychological entitlement, moral disengagement and self-deception in the relationship.The results show that :(1) Narcissism, psychological entitlement, moral disengagement, self-deception and the purchase intention of counterfeit luxury goods have significant positive correlation. Narcissism, psychological entitlement and moral disengagement have moderate or strong positive correlation. Purchase intention of counterfeit luxury goods are moderate intensity positively correlated with narcissism, psychological entitlement and moral disengagement. Self-deception is weakly or moderately correlated with narcissism, psychological entitlement, moral disengagement, and purchase intention of counterfeit luxury goods. (2) Narcissism can positively predict the purchase intention of counterfeit luxury goods.(3) Psychological entitlement played a partial mediating role in the relationship between narcissism and purchase intention of counterfeit luxury goods, accounting for 36.28% (0.19) of the total effect (0.52). (4) The relationship between narcissism and purchase intention of counterfeit luxury goods was partially mediated by moral disengagement, accounting for 30.80% (0.16) of the total effect (0.52). (5) Psychological entitlement and moral disengagement completely mediated the relationship between narcissism and the purchase intention of counterfeit luxury goods, and played a role in the chain-mediated mode. The chain-mediated path effect accounted for 32.92% (0.17) of the total effect (0.52). (6) In both the direct pathway of narcissism to psychological entitlement and the pathway of psychological entitlement to moral disengagement in the chain mediation, self-deception is positively moderated. Compared with consumers with low levels of self-deception, consumers with high levels of self-deception showed a stronger association between narcissism, psychological entitlement, moral disengagement and purchase intention of counterfeit luxury goods. (7) The study also found that the higher the position, the higher the level of narcissism, psychological entitlement, moral disengagement, and self-deception.Research conclusion: narcissism can through psychological entitlements and moral disengagement, to take off the chain of intermediary role positively predict purchase intention of counterfeit luxury goods, and in a relationship is the positive adjustment of self-deception. I.e., the higher the level of self-deception, the relationship between narcissistic, psychological entitlements, moral disengagement and purchase intention of counterfeit luxury goods are closer.Through empirical research, this study provides theoretical basis and practical basis for enterprises, marketing strategy planners, behaviorists, psychologists, sociologists, etc., to formulate preventive strategies and behavioral control or experimental research on preventing or reducing consumers' purchase of counterfeit luxury goods in the future. At the same time can also help them understand the inner psychological characteristics of counterfeit luxury consumers. |
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