The term “Shanzhaiji” has become popular keywords in Malian China and Taiwan in recently years. “Shanzhaiji” is first used in cell phone industry and is defined as copy products which is designed by imitating well-known brand. The concept of Shanzhaiji has extended to Shanzhaiji culture in Taiwan and Malian China and also developed a wide range of products. This research focuses on the topic of Shanzhaiji cell phone to explore the relations among customer’s brand awareness, subjective norm, and purchase intention. The paper also conducts labority to manipulate different level of product functions and word of mouth to explore their effect on perceived value and purchase intention.
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