印刷產業主要為一個國家文化與資訊傳遞之重要產業，在網際網路與數位化資訊科技快速發展後，印刷產業面臨市場結構快速變遷，數位科技帶給印刷業之影響，與以往不同的是印刷品無需大量複製，使印刷業不再只拘泥於加工製造，而是更多元且更具附加價值之產業。防偽標籤印刷技術則為其中一種具附加價值之印刷技術，防偽標籤的出現主要為防範過於氾濫之偽造技術，為真品帶來相對保障，隨著消費者意識抬頭，企業也愈來愈重視自身品牌權益，但在琳瑯滿目的防偽標籤催化下，消費者能否真正辨識商品所張貼的防偽標籤其正確性，另外，消費者在尚未接觸的非專賣店購買商品時，防偽標籤對其購買前評估之重要性與需求性與否，以及消費者對防偽標籤之依賴性為何，為本研究之研究動機。因此，本研究探討消費者在非專賣店購買迪士尼商品時，其知覺風險與防偽標籤涉入程度，瞭解防偽標籤對消費者購買過程評估的重要性。本研究母體群界定以高雄地區隨機選取約20間非迪士尼專賣店之商家或夜市攤商為研究母體，而該20間商家或攤商之消費者為研究對象，發放共計250份問卷，回收242份，扣除15份無效問卷，有效問卷共計227份。經由描述性統計分析、信度分析、因素分析、迴歸分析進行問卷數據解析。研究結果顯示，第一次購買顧客其功能性、財務性、社會性、心理性知覺風險對防偽標籤涉入程度與購買意圖具顯著影響。非第一次購買顧客其財務性、社會性、心理性知覺風險對防偽標籤涉入程度具顯著影響，但在知覺風險對購買意圖上，僅財務性、社會性知覺風險對購買意圖具顯著影響。另外，在防偽標籤涉入程度對購買意圖之影響，不管在第一次或非第一次購買顧客均產生顯著之影響。本研究也認為防偽標籤對其購買過程評估之重要性，第一次購買顧客較非第一次購買顧客在防偽標籤之需求程度與重要程度較高。
The printing industry is mainly a national culture and information transfer of important industries. The printing industry is facing rapid changes in market structure, after the rapid development of Internet and digital information technology. Digital technology bring to impact of the printing industry isn't mass print but creation high value added function. Anti-counterfeit label printing technology is one of the high added value of the printing technology. The emergence of anti-counterfeit labels is to prevent a lot of fake goods in order to protect the real goods. Rise of consumer awareness in recent years, Enterprises are increasingly concerned about their own brand equity. Whether consumers can really identify the anti-counterfeit labels attached to the goods its correctness. When consumers buy Disney goods in non-Disney store, whether anti-counterfeit labels has impact on its pre-purchase evaluation of the importance and demand. All of which are the motivations of this study. Therefore, this study explores the importance of perceived risk and anti-counterfeit labels involvement in the purchase of Disney goods by non-Disney stores, and understands the importance of anti-counterfeit labels in the consumer purchase process.
