CONSUMER'S ILLEGAL MUSIC FILE SHARING ATTITUDE AND INTENTION ON THE WEB
| Autor: | Ya-Hui Yen, 顏雅惠 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 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. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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