消费者知情购仿行为形成、演变与治理策略研究

Consumers know the goods is a counterfeit, based on reasons such as practical, rational, smart, and everyone in the use of, still buy a counterfeit goods behavior, namely non-deceitful counterfeit goods purchasing behavior, is common in Europe, United States and China. The generalization phenomenon of a people buy a counterfeit goods look "normal" buy genuine goods look "exception" lead our deeply rethinking the complexity of non-deceitful counterfeit goods purchasing behavior. Based on the perspective of behavioral complexity, the project will investigate of non-deceitful counterfeit goods purchasing behavior formation, evolution and governance strategy. In the first, carry on the system analysis, reveals the complexity characteristics of its; Then from the perspective of rational and irrational decision-making, the behavior states transition，behavior diffusion and infection, analysis of its formation and evolution mechanism; Then based on the multi-agent modeling building non-deceitful counterfeit goods purchasing behavior formation and evolution computational experiment mode, mining its formation logic and evolution law under different scenarios; And then to measure its formation mechanism and the state characteristic by the development of non-deceitful counterfeit goods purchasing behavior evaluation index; Finally based on complex adaptive systems modeling a multiple game governance model of non-deceitful counterfeit goods purchasing behavior based on the theory of the complex adaptive systems, and analysis its governance strategy choice under different scenarios. The Project has theoretical and practical value for scientific understanding the phenomenon of consumer non-deceitful counterfeit goods purchasing behavior generalization, out of the plight of the current management and rich social management research.

知情购仿行为是指消费者明知所购商品为仿冒品，对正常市场秩序和知识产权保护存在较大伤害，却基于实用、理性、精明以及大家都在使用等理由，仍然购买仿品的行为，在欧美和中国市场普遍存在，并出现知情购仿行为“常态”买真行为“例外”的泛化现象，引发各界对其复杂性的深刻反思。项目基于行为复杂性视角对知情购仿行为形成、演变与治理策略开展研究。首先对知情购仿行为进行系统分析，揭示其复杂性特征；然后从知情购仿行为理性与非理性决策、行为状态转变以及行为扩散与感染视角，分析其形成与演变机理；接着基于多主体建模构建知情购仿行为形成与演变计算实验模型，挖掘不同情景下知情购仿行为形成逻辑与演变规律；然后通过开发知情购仿行为评价指数来度量其形成机理与状态特征；最后基于CAS构建知情购仿行为多元博弈治理模型，分析不同情景下其治理策略的选择。为科学认识消费者知情购仿行为规律、走出治理困境以及丰富社会管理研究具有理论与实际价值

在全球仿冒、假冒或盗版商品消费中，消费者明知所购商品为仿冒商品，却依然购买的行为（即知情购仿行为），在中国、印度和缅甸等发展中国家以及欧美发达国家普遍存在，且普遍陷入治理无方困境，给中国乃至全球仿冒商品综合治理工作提出一份艰难的答卷。项目从消费者知情购仿行为复杂性出发，结合文献分析、实证调查、数理统计分析以及博弈模型等多种方法，深入研究消费者知情购仿行为的形成、演变及治理问题。目前已构建了相对系统的知情购仿行为影响因素模型，梳理并凝练出知情购仿行为生成与演变机理，最后并从商业应对与社会治理视角给出了此类行为的治理思路。本项目已发表13篇学术论文和1本学术专著，其中SCI论文3篇，并以专著与论文的形式对知情购仿行为购前信息搜索，购中过度自信以及购后非法分享行为等特征与影响因素进行系统性实证分析，构建结构方程模型。这在很大程度上丰富并拓展了当前知情购仿行为研究小视野小众化问题，普遍只关注购中决策行为的动机与行为研究困境。此外，项目积极结合实际，从当前某些网络平台企业存在纵容仿冒商品交易行为出发，构建了基于双边市场模型的知情购仿行为多方博弈模型，该博弈模型可较好地应用于平台企业应对用户知情购仿行为的动机与动力量化分析。与此同时，针对当前知情购仿行为自报告数据获取难，精度不高等问题，研究提出基于网络数据爬取与语义分析的知情购仿行为精准识别框架模型与指数模型。最后，项目从商业应对与社会治理的高度，提出知情购仿行为的治理问题的本质，思路，机制与策略选择。总体而言，本项目研究虽困难重重，但最终收获多多，已较好的完成项目既定研究目标。后续还将继续深挖次课题研究，力求挖掘出更为深入和系统的研究成果。