关键词: 消费者, 网络防伪, 防伪认知, 防伪意识, 市场需求

Abstract:  With the rapid development of e-commerce, shopping online has become an indispensable part in our daily life while more and more fake goods begin to appear On the basis of the existing literature, this investigation aims to make out consumers′ cognition on anti-counterfeiting by using  methods of questionnaire survey, literature research and comparative analysis 286 valid questionnaires are received from various kinds of social networks Through the analysis of  questionnaires, we know consumers′ views towards  current network security and their demands Conclusions are as follows: 1) Consumers′ weak awareness of anti-counterfeiting is connected with incomplete anti-counterfeiting systems; 2) Consumers hold a wait-and-see attitude towards network security technology; 3) Consumers are more inclined to accept the anti-counterfeiting technology which is simple, reliable and recognized by market generally; 4) The effective and reasonable security verification is the main demand of consumers for network security

Key words: consumers, network anti-counterfeiting, anti-counterfeiting cognition, anti-counterfeiting awareness, market demand