道德強度與道德判斷對消費者使用盜版軟體意願的聯合調節影響

根據商業軟體聯盟 (Business Software Alliance, BSA) 在2006年的調查顯示，在亞洲地區盜版軟體率約為55%。BSA進一步地估計如果台灣在2009年以前盜版軟體的行為降低10%，全球將會多出200萬個工作機會，同時台灣也能創造出135億的經濟成長。本研究採用Ajzen (1991) 所提出的計劃行為理論來探討消費者使用盜版軟體的意願。本研究的資料蒐集是透過網路上的使用者，並採用調節迴歸模型以解釋道德強度及道德判斷對於消費者使用盜版軟體意願的聯合調節效果。結果顯示計劃行為理論所提出的構念─消費者對於盜版軟體的態度、主觀規範及知覺行為控制對於使用盜版軟體意願具有正面影響。此外，道德強度及道德判斷的聯合調節對於消費者使用盜版軟體意願確實具有某種程度的調節效果。本研究的結果確實可以對消費者不當行為的相關研究有所貢獻，同時也可以提供給台灣政府當局及對抗盜版軟體相關產業一些管理意涵的相關建議。

關鍵字

聯合調節；道德強度；道德判斷；盜版軟體

並列摘要

Based on the Business Software Alliance’s (BSA) survey in 2006, about 55% of software are pirated versions in Asia. The BSA further estimated that two million new job opportunities would be created and economic growth could be increased by about US$13.5 billion if pirated software misbehavior was reduced 10% by 2009. This study uses the Theory of Planned Behavior proposed by Ajzen (1991) to explore consumers’ intention to use pirated software. Data are collected from software users on the Internet and a moderator regression analysis is adopted to examine the joint moderating effect of moral intensity and moral judgment on consumers’ use intention of software piracy in this study. The results reveal that all the constructs proposed in TPB—consumers’ attitudes toward pirated software, subjective norms, and perceived behavioral control—have positive impacts on the use intension of pirated software. In addition, the joint moderating effect of moral intensity and moral judgment is manifested in consumers’ use intention of pirated software. The results of this study could enhance the stream of consumer misbehavior research and provide some managerial implications for Taiwan’s government authorities concerned and the related industry devoted to fighting pirated software.

並列關鍵字

Moral Intensity ； Moral Judgment ； Pirated Software ； Joint Moderator

參考文獻

http://www.idc.com/ the website of International Data Corporation

Kuo, F. Y. and M. H. Hsu. “Development and Validation of Ethical Computer Self-Efficacy Measure: The Case of Softlifting.” Journal of Business Ethics 32, no.4 (2001): 299-315.

Ajzen, I. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50, no.2 (1991): 179-211.

Akaah, I. P. “Differences in Research Ethics Judgments between Male and Female Marketing Professionals.” Journal of Business Ethics 8, no.5 (1989): 375-381.

Anderson, J. C. and D. W. Gerbing. “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach.” Psychological Bulletin 103, no.3 (1988): 411-423.

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道德強度與道德判斷對消費者使用盜版軟體意願的聯合調節影響

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