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Kundenverhalten im Kontext der Produkt- und Markenpiraterie: Eine empirische Analyse bei hessischen Studierenden zur Abgrenzung von Verhaltensdeterminanten

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  • Aschmoneit, Hauke
  • Schneider, Martin

Abstract

Produkt- und Markenpiraterie haben sich zu einem weltweiten und stetig wachsenden Phänomen entwickelt. Neben den Originalherstellern, den Fälschern und dem Staat spielen Kunden, da diese die letztendliche Kaufentscheidung treffen, eine wichtige Rolle bei der Hervorbringung und der Bekämpfung von Fälschungen. Hierbei ist eine Unterscheidung auf Basis von produktbezogenen Indikatoren (Preis, Qualität, Funktionalität etc.) zwischen Kunden, welche unbewusst eine Fälschung erwerben (sog. deceptive consumers) und solchen, die absichtlich zu solch erkennbar gefälschten Produkten greifen (sog. non-deceptive consumers) in der Literatur gegeben. Aus unternehmerischer Sicht sind hierbei gerade absichtliche Fälschungskäufer eine wichtige Zielgruppe, da diese bewusst den Verkauf von Fälschungen unterstützen. Im vorliegenden Beitrag wird deshalb die Kaufentscheidung der sogenannten non-deceptive-consumers näher untersucht. Neben den bekannten produktbezogenen Indikatoren wird insbesondere das Konstrukt der moralischen Entscheidungsfindung unter besonderer Berücksichtigung des Internets verwendet. Auf Basis einer empirischen Erhebung mittels einer fragebogenbasierten Untersuchung unter 666 Studierenden werden Verhaltensstrukturen der Konsumenten im Bereich der Modeindustrie analysiert, verschiedene piraterierelevante Käuferschichten identifiziert und deren Auffälligkeiten diskutiert. Im Ergebnis konnten mit den moralischen Fälschungsgegnern, sowie den modedesinteressierten bzw. modebewussten Fälschungsbefürwortern drei Gruppen identifiziert werden. Zuletzt wird auf die Auswirkungen dieser Erkenntnisse, auf die Formulierung und Anwendung von Schutzstrategien, eingegangen. Der Beitrag endet mit den Limitationen und einem Ausblick auf weitere Forschungsfragen.

Suggested Citation

  • Aschmoneit, Hauke & Schneider, Martin, 2011. "Kundenverhalten im Kontext der Produkt- und Markenpiraterie: Eine empirische Analyse bei hessischen Studierenden zur Abgrenzung von Verhaltensdeterminanten," Discussion Papers on Strategy and Innovation 11-03, Philipps-University Marburg, Department of Technology and Innovation Management (TIM).
    • Handle: RePEc:zbw:martim:1103
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    References listed on IDEAS

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