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1、Chapter1IntroductionAsthedevelopmentoftechnology,counterfeitinghasbecometheoneoffastest-growingindustryintheworld.Theupsurgeofcounterfeitingdoesnotonlyviolatetheintellectualpropertyrights,butalsocancreatemuchcosttothesociety.TheOrganizationforEconomicCo-operatio
2、nandDevelopment(OECD)publishesareportin2008,statingthatcounterfeitedandpiratedgoodsmovingthroughinternationaltradealoneequals$200billionannually.Amongthecountries,Chinahasthemostsevereproblemsinproducingcounterfeits.Itisestimatedthatasmuchas20%ofallproductssoldd
3、omesticallyarecounterfeit(Alcock,etal2003).AwiderangeofChineseindustrieshavebeenaffectedbycounterfeiting,includingcomputersoftware,musicmovies,books,fashionproductsetc.Thereareanumberofreasonsfortheincreasingcounterfeitgoods.Priorresearchersmainlyblameonthemanuf
4、actureswhoproducecounterfeitproductsorretailerswhosellcounterfeits(e.g.OlsenandGranzin1992,1993;HarveyandRonkainen,1985).Recentstudiesshowthatalthoughchasingabnormalprofitsencouragestheincreaseofcounterfeiting,theever-increasingdemandfromconsumersforcounterfeitp
5、roductsisthetriggerofproducingcounterfeits(e.g.Gentryetal.,2001;Chanetal.,1998).Thisleadstomanyresearchersattentionsonstudyingconsumersbehaviorsandtheirdecision-makingonpurchasingcounterfeits.Theexistingresearcheshavedemonstratedthattheinfluenceofconsumersjudgme
6、ntsontheattitudes,socialnormsandpurchaseintentiontowardscounterfeitsmayvaryacrossdifferentproductcategories,forexample,thestudyofAngeal.,(2001)onCDs,Tan(2002)onsoftware,andMaldonadoandHume(2005)onfashionindustry.Therefore,mystudythistimecontributesmuchworkonexam
7、iningfactorswhichinfluenceconsumers’purchaseintentiononcounterfeitmobilephones(CMPs)bytestingChineseconsumermarket.CMPsrefertothemobilephonesthatimitatename-brandmobilephonesbyillegallycopyingtheirfeatures,styles,functionsetc.AccordingtothereportfromaChinesecons
8、ultingcompany,CMPshavetakenuparound12%marketsharesfromtotalmobilephonessoldannually.ZTE,oneofthebiggestChinesemobilephonemanufacturersstatesthattheimitatedZTEmobileph
