臺灣博碩士論文加值系統

在今日，線上盜版音樂已經對音樂產業產生很大的威脅，所以本研究希望探究消費者取得線上盜版音樂的行為態度和意圖，並推測可能原因以尋求解決之道。而在本研究中，除了延用TPB模式來探討行為的態度、主觀規範及控制認知會如何影響取得線上盜版音樂的行為意圖，還繼續討論道德問題（後果的嚴重性）、認知被告風險和線上盜版音樂的屬性滿意度會如何影響取得線上盜版音樂的行為態度。

本研究在線上發放問卷後，收集到了304份有效樣本來分析，最後結果證實在線上盜版音樂的議題領域下，TPB模式中的行為態度及行為控制認知的假設依然成立，但是主觀規範的假設並不成立，可能是盜版行為已經普遍的被接受，故大家不在乎彼此間的盜版行為。此外，在探討影響行為態度的相關因素中，後果的嚴重性和屬性的滿意度是有顯著影響著取得線上盜版音樂的態度。由以上兩點來看，音樂產業似乎很難利用再教育使消費者不該盜版，建議要以加強音樂品質來使消費者想要購買正版音樂，或是利用藝人宣告無法再出片的嚴重性來根本性改善消費者對音樂盜版的態度，使其線上盜版音樂的行為能有效被終止。

目錄

致謝 I
摘要 II
Abstract III
目錄 IV
表目錄 VI
圖目錄 VII
壹、序論 1
一、研究背景與動機 1
二、研究目的與問題 4
貳、文獻回顧 5
一、盜版 5
二、音樂盜版 7
三、計劃行為理論（Theory of Planned Behavior, TPB） 10
四、道德決策 17
五、認知風險 20
六、滿意度 23
参、研究模式 25
一、主觀規範（Subjective Norms） 27
二、行為態度（Attitude） 28
三、行為控制認知（Perceived Behavioral Control） 29
四、後果的嚴重性（Magnitude of Consequence） 30
五、被告風險（Prosecution Risk） 31
六、屬性的滿意度（Attributive Satisfaction） 32
肆、研究方法 34
一、研究標的與對象 34
二、變數衡量 35
三、問卷設計 36
四、前測與試測 42
五、抽樣方法 43


伍、資料分析 44
一、基本敘述統計 44
（一）樣本的敘述統計 44
（二）各變項的敘述性統計 46
二、研究假說檢定 48
（一）衡量模型 48
（二）結構模型 52
陸、結論與建議 55
一、研究結果 55
二、討論與結論 56
（一）行為的主觀規範對取得線上盜版音樂的行為意圖之影響 56
（二）取得線上盜版音樂的行為態度對取得線上盜版音樂的行為意圖之影響 56
（三）行為的控制認知對取得線上盜版音樂的行為意圖之影響 57
（四）認知後果的嚴重性對取得線上盜版音樂的行為態度之影響 57
（五）認知被控告的風險對取得線上盜版音樂的行為態度之影響 57
（六）屬性滿意度對取得線上盜版音樂的行為態度之影響 58
三、研究貢獻 58
（一）學界方面 58
（二）產業方面 59
四、研究限制 59
（一）樣本方面 59
（二）研究本身方面 60
五、未來研究方向 60
參考文獻 62
一、中文文獻 62
二、英文文獻 63
附錄A 75



圖目錄

圖2-1 音樂盜版的態度及意圖模式 （CHIOU ET AL., 2005） 9
圖2-2 計畫行為理論 (FISHBIEN & AJZEN, 1975) 12
圖2-3 軟體盜版模式 (PEACE ET AL., 2003) 16
圖3-1 研究架構 26
圖5-1 PLS整體結構模型與控制變數分析 54



表目錄

表2-1 計畫行為理論之變數定義及說明 13
表2-2 偶發事件決策模型之變數定義 18
表2-3 議題－風險－判斷模型之認知風險變數說明 22
表4-1 問項之參考文獻 40
表5-1 樣本特徵描述 45
表5-2 各變項的敘述統計表 47
表5-3 CROSS LOADING值 49
表5-4 PLS信度分析 50
表5-5 AVE平方根值 51
表5-6 PLS 假說檢定結果 53
表6-1 研究假說驗證結果 55

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