非法音乐档案下载意图之研究消费价值观点之分析.PDFVIP

非法音乐档案下载意图之研究：消费价值观点之分析 陳禹辰，東吳大學企業管理系，台北市貴陽街一段56 號，cyc@scu.edu.tw 尚榮安，東吳大學企業管理系，台北市貴陽街一段56 號，rashang@scu.edu.tw 陳祥源，東吳大學企業管理系，台北市貴陽街一段56 號，sychen.bt89@nctu.edu.tw 摘 要 透过点对点(P2P)平台下载非法 mp3 音乐文件被视为是不道德的行为，对音乐产业造成很大的 伤害。尽管严格取缔已经促使部分 P2P 转型合法化，但是下载未授权 mp3 档案仍时有所闻。 过去的研究观点都忽视大多数下载mp3 族群的基本目的仍然是「消费」音乐。网络音乐下载行 为可被视为一种消费选择行为，消费者的决策受其消费音乐后所得到之价值影响。据此，本研 究拟以消费价值理论作为基础来了解音乐下载行为。本研究搜集 525 份问卷，并以 LISREL 检 验模型，发现经济、情绪与尝鲜价值是音乐下载意图的主要影响因素，且三者的影响程度不分 轩轾；此外，经济价值也是其它消费价值的重要中介变项。 关键词：下载意图，消费价值，点对点，音乐盗版 INTENTION TO DOWNLOAD ILLEGAL MUSIC FILES: AN ANALYSIS FROM CONSUMPTION VALUE PERSPECTIVE Yu-Chen, Chen, Department of Business Administration, Soochow University, Kuei Yang St. 56, Taipei, Taiwan, cyc@scu.edu.tw Rong-An, Shang, Department of Business Administration, Soochow University, Kuei Yang St. 56, Taipei, Taiwan, rashang@scu.edu.tw Hsiung-Yuan, Chen, Department of Business Administration, Soochow University, Kuei Yang St. 56, Taipei, Taiwan, sychen.bt89@nctu.edu.tw Abstract Downloading unauthorized music file is deemed not only illegal, but also immoral, but the peer-to- peer (P2P) systems have boosted its popularity and ha ve become the killer application for the music industry. Increasing acts of law clampdown, though, has forced some P2P platforms turned into a legal business models, unauthorized downloading of music is still very popular till now. Music download, however, can also be interpreted as a value maximizing behavior that chooses between the values from consuming illicit and legitimate music. This paper presents a conceptual model of music download by looking at the above seldom noticed perspectives. An analysis of 525 samples drew from a survey of P2P users in Taiwan reveals that people are maximizing value while downloading music; and emotional value, epistemic value, and economic value are primary antecedents of behavioral intention to do