| dc.description.abstract | As the information technology develops rapidly, the pirate problem has been addressed by several researchers and practitioners. It is quite harmful to music industry that people can easily download and copy unauthorized music files in mp3 format through connecting to pervasive Internet. Especially in Taiwan, this problem goes from bad to worse due to the popularization of CD burners and other computerize equipments. Accordingly, the major purpose of this study is to investigate people’s pirate intentions and music records buying intentions by employing the theory of planned behavior and identification theory. Besides, idolatry and music records price are also hypothesized to have significant effects on an individual’s pirate behavior in this study.
This study proposes an empirical model and collects data through a questionnaire design. Analyses are based on data collected from 305 respondents who are from North Taiwan and between 13 and 21 years old. Results are presented in four areas as follows. First, when an individual has more positive attitude toward pirate, he will be more likely to download or copy unauthorized music. Besides, as suggested by theory of planned behavior, our results also support the positive relationship between two variables－subjective norm and external control－and pirate intention. Second, there is no significant relationship between an individual’s pirate intention and music records buying intentions. Third, results indicate that the relationship between an individual’s pirate intention and music records buying intentions is still not moderated by his idolatry and perception about music records price. In order to clarify the relationship between these two intentions, we perform an exploratory cluster analysis on idolatry and price. This exploratory analysis leads to our final area of results, which indicates the relationship between an individual’s pirate intention and music records buying intentions is negative and positive in “fans group” and “possessing purchasing power group” respectively. These findings and their implications are also discussed. | en_US |