- 學位論文
消費者在網路上非法分享音樂檔案之態度與意願之研究
CONSUMER’S ILLEGAL MUSIC FILE SHARING ATTITUDE AND INTENTION ON THE WEB
摘要
隨著網路普及，愈來愈多的網路使用者透過網路來取得音樂檔案，非法的網路音樂檔案分享已經嚴重威脅到企業的營利。本研究以 Hennig-Thurau et al. (2007) 的成本效用觀點為基礎，探討消費者從網路上非法分享音樂檔案時所要付出的成本代價與所獲得的效用及消費者所擁有的檔案分享知識，是否會影響到消費者對在網路上非法分享音樂檔案的態度及其意願。本研究以結構方程模式來分析。結果顯示，消費者在網路上從事非法音樂檔案分享的行為時所感受到的成本代價會影響消費者對從事此項行為的態度，進而降低其意願；而消費者從網路上非法分享音樂檔案所帶來的效用，增加了消費者對非法音樂檔案分享行為的正面態度，提高其從事非法檔案分享行為的意願；擁有檔案分享的知識會提高檔案分享的意願；且越贊同在網路上非法分享音樂檔案，未來從事非法音樂檔案分享的意願就越強，本研究提供企業一些管理意涵，期望能降低消費者從事非法音樂檔案分享的意願。
並列摘要
In decades, obtaining music files on the web is more convenient with the rapidly developed Internet. Accordingly, piracy, which may severely harm the profit of the music firm, becomes an important issue. Based on the cost-utility analysis suggested by Henning-Thurau et al. (2007), this study investigates whether the consumer’s attitudes and intentions to share music files will be influenced by the three factors: the cost and utility yielded from music file sharing and the sharing knowledge of the consumer. This study adopts the structural equation modeling to analyze this research question. The results show that the consumer’s perceived costs may affect their attitudes to music files sharing on the web and, therefore, reduce their intentions. Also, the consumer may agree with the behavior of illegal music files sharing on the web because of the utilities from sharing music files, and then increase their intentions consequently. On the other hand, consumers who have sharing knowledge may have higher intentions of file sharing. The results also indicate that the consumer’s attitudes to illegal music file sharing is positive related to his intentions of illegal music file sharing in future. This study is expected to provide some managerial implications for the music industry and to reduce the consumer’s intentions of illegal music file sharing.