中文摘要：

基于西南地区实地调查数据，运用Logit模型分析农民购买假冒伪劣商品影响因素及影响方向。研究结果表明，农民购买假冒伪劣商品现象较普遍。年龄、是否存在求廉价消费心理、是否存在从众消费心理、是否存在虚荣消费心理、是否偏好名牌产品、是否因生活生产急需、是否因人际交往、是否因宣传鼓动对农民主动购买假冒伪劣商品有显著正向影响；受教育水平、外出非农务工、家庭年纯收入、商品购买地点、是否担心健康安全、是否担心财产安全对农民主动购买假冒伪劣商品有显著反向影响。年龄、是否存在求廉价消费心理、是否存在从众消费心理、是否由于辨别意识缺乏、是否因生活生产急需、是否因政府市场监管不力、是否因鼓动宣传对农民被动购买假冒伪劣商品有显著正向影响；受教育水平、外出非农务工、商品购买地点对农民被动购买假冒伪劣商品有显著反向影响。农民主动购买假冒伪劣商品影响因素多于被动购买，同一因素可能对农民主动或被动购买假冒伪劣商品产生不同影响。

英文摘要：

The paper applied Logit models to analyze the influence factors of farmers boughtcounterfeit goods, based on field survey data in Southwest China. The results showed： （1） Farmers whobought counterfeit goods were relatively common. （2） Factors, such as age, psychology of seeking cheapergoods, conformist mentality, vanity psychology, brand preference, living essentials, interpersonalcommunications, the agitprop had positive effects on farmers＇ active purchasing of counterfeit goods.（3） Factors, such as educational level, non-farm production, household annual net income, purchase sites,healthy safety, property safety had negative effects on farmers passive purchasing of counterfeit goods.（4） Factors, such as age, psychology of seeking cheaper goods, conformist mentality, lacking of discernmentability, living essentials, the deficiency of government supervision, the agitprop had positive effect onfarmers＇ passive purchasing of counterfeit goods. （5） Factors such as educational level, non-farm production,purchase sites had negative effects on farmers＇ passive purchasing of counterfeit goods. The influence factorsof farmers who bought counterfeit goods voluntarily were more than those bought passively. Different factorshad different influence on farmers buying counterfeit goods. The same factors might have different influenceon farmers buying counterfeit goods as well. The paper suggested that local government should take somemeasures to control rural counterfeit goods, such as increasing farmers＂ income, strengthening the ruralmarket regulation, and decreasing the cost of farmers＇ rights protection.