消费者知假买假行为的内部成因探究内 容 摘 要从 2012 年国家提出全面建成小康社会，到如今的 2020 年，我国居民的生活品质有了很大的提高，居民消费在升级提质。居民的消费在不断的转型升级，但在转型过程中，出现了不少消费者刻意购买假冒仿制品的行为。这一行为让仿冒品商家看到了可乘之机，助力了假冒市场的发展。这背后尤其是消费者本身的因素让仿冒品市场有机可乘。所以，要解决市面上假冒产品日益增多的问题，就要从问题的根源进行入手，从消费者内在的心理因素去进行分析。本文所阐述的“知假买假”是指消费者在购买商品的过程中，明知所购买的商品是假冒品，但仍坚持购买使用的一种消费行为。文章主要从三个方面来展开：心理动机、思想文化、个性及需求欲望。通过查阅文献数据、定性研究法等来分析，并结合马斯洛需求层次理论，构建出 BFK（people who buying fake while knowing）internal analysis model，即消费者知假买假内因影响过程的知识模型。文末总结出消费者“知假买假”是受到面子文化、符号消费和社交距离等因素的影响。最后给企业建议，未来的中高档产品应该如何引领消费者。并给政府提出应该从提升消费者个人思想，加强社区宣导等方面开展工作，让其更有针对性的去引导消费者树立理性的消费观念。关键词：知假买假；仿冒品；消费行为；需求层次Consumers buy fake products on purpose internal causes researchAbstractFrom 2012 when the state proposed to build a moderately prosperous society in an all-round way to 2020, the quality of life of Chinese residents has been greatly improved,consumer spending is upgrading and improving.The consumption of residents is constantly transforming and upgrading, but in the process of transformation, many consumers deliberately buy fake products.This behavior enables counterfeiters to see the opportunity and help the development of the counterfeiting market.The factors behind this, especially the consumers themselves, give the counterfeiting market a chance to take advantage of.Therefore, to solve the problem of the increasing number of counterfeit products on the market, we should s...
