校园宣导P2P反盗版之研究.PDFVIP

ISSN 1680-8428 47 P2P P2P P2P P2P P2P P2P yaclee@ kimj un139@ 2012/ 12/21 2013/05/01 48 ISSN 1680-8428 Research on Campus P2P Anti-Piracy Campaign Ya-Ching Lee, Yi-Jun Jian Abstract P2P (peer-to-peer) software is one of the maj or ways to acquire unauthorized files in copyright infringement. In the 96th academic year, the Ministry of Education proclaimed the prohibition against P2P software in universities, and has requested every university to restrain students from using P2P software and to promote intellectual property protection. This study investigates effects of P2P anti-piracy campaign . The results find that promotion positively effects subj ective norm, perceived risk, moral judgments, and perceived enforcement. However, promotion also increases the intention to use P2P on campus. This research also finds that perceived risks and moral j udgment decrease students intention to use P2P on campus, but enhancement of perceived enforcement increase such intention. This study discovers that students use P2P on and off campus computer networks. The results provide schools with some practical suggestions concerning how to make effective policies. The results also provide some references for future research. Keywords: perceived enforcement, piracy, competitive behavioral intention, P2P Ya-Ching Lee is Associate Professor in the National Sun Yat-sen University Institute of Communications Management; Yi-Jun Jian is a master student in the National Sun Yat-sen University Institute of Communications Management. Received: 2012/ 12/21;