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Motivazioni e comportamenti nei confronti della contraffazione non-deceptive: un?indagine esplorativa sui giovani acquirenti

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  • Giovanni Mattia

Abstract

La contraffazione riscuote un interesse rilevante da parte della comunit? scientifica, tanto in chiave demand-side, quanto supply-side. Quando si studia la contraffazione non-deceptive (acquisto consapevole di beni imitati) fra i giovani acquirenti, i ricercatori concentrano la loro attenzione soprattutto sugli studenti universitari. Un numero molto pi? esiguo di contributi concerne la fase medio-adolescenziale (17-18 anni), periodo nel quale prendono forma i processi di apprendimento e auto-determinazione individuale. Si tratta dunque di un target con caratteristiche psico-sociali peculiari, che merita di essere analizzato pi? in dettaglio. Il presente lavoro ? mirato a colmare questo gap. Lo scopo principale ? quello di approfondire la comprensione degli aspetti motivazionali e di comportamento legati all?acquisto di beni contraffatti, messi in atto dai giovani consumatori. Dopo la revisione critica della letteratura, vengono dettagliati metodologia, conclusioni, implicazioni e limiti dello studio. Il disegno di ricerca comprende una fase esplorativa e una descrittiva: ? stato condotto un focus group e a seguire ? avvenuta la raccolta di oltre 700 interviste face-toface, effettate con un apposito questionario strutturato; i dati ottenuti sono stati analizzati e interpretati con l?ausilio di tecniche statistiche uni-variate e multi-variate. A partire dal quadro teorico e metodologico tracciato ? stato possibile fornire risposta alle domande di ricerca poste e formulare delle conclusioni che mettono in evidenza similitudini con il mondo degli adulti, piuttosto che differenze come invece sarebbe stato lecito attendersi. Pi? precisamente ? emerso che: 1. i medio-adolescenti sono caratterizzati da un sistema articolato di motivazioni verso la contraffazione, nel quale convivono determinanti di prezzo ma anche altre pi? direttamente riconducibili alla sfera individuale; 2. il ri-acquisto di prodotti contraffatti ? debolmente influenzato dall?acquisto passato; 3. l?acquisto di prodotti contraffatti ? scarsamente riconosciuto come un comportamento riprovevole. A dispetto di un campione di dimensioni ragguardevoli, l?analisi ha una valenza esplorativa: a causa di vincoli organizzativi ed economici, la selezione delle unit? campionarie ? avvenuta infatti con criterio non probabilistico.

Suggested Citation

  • Giovanni Mattia, 2013. "Motivazioni e comportamenti nei confronti della contraffazione non-deceptive: un?indagine esplorativa sui giovani acquirenti," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(2), pages 83-103.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-002005
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    References listed on IDEAS

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