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研究生:張建堯
研究生(外文):Chien-yao Chang
論文名稱:點對點檔案分享軟體使用行為—台灣與大陸之比較研究
論文名稱(外文):The Behavior of Using P2P File Sharing Software—A Comparing Research Between Taiwan and China
指導教授:尚榮安尚榮安引用關係
指導教授(外文):Jung-an Shang
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:60
中文關鍵詞:下載行為分享行為盜版點對點比較研究
外文關鍵詞:comparing studyP2PpirateDownload behaviorsharing behavior
相關次數:
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數位技術與網路技術的進步使得檔案交換變得更為方便、容易;而近來興起的P2P模式提供了使用者一個更方便、更快速的檔案交換環境。雖然P2P模式提供了方便交換檔案的環境,但伴隨而來的,卻是有許多使用者在P2P網絡中進行盜版的行為。與過去不同的是,在P2P模式中,使用者的盜版行為不僅有下載的行為,也包括了分享的行為。本研究欲透過比較台灣與大陸間P2P使用行為來瞭解使用者下載音樂與分享音樂的行為,因此以Peace et al.(2003)的軟體盜版行為模式為基礎,進一步的討論使用者在使用P2P軟體交換音樂檔案時的可能行為模式,以期能夠給予唱片業者合適的建議。
本研究以書面調查的方式進行資料的蒐集,分別針對台灣與大陸地區的下載行為與分享行為進行探討,並利用LISREL 整體模式適配度的檢定,以及SPSS的多變量分析進行假說的檢定。研究結果發現:
1. 經濟因素、法制因素對下載行為的確有影響,但對分享行為卻無顯著影響。
2. 下載、分享行為之主觀規範在兩地差異皆不顯著。
3. 理論模式中,下載行為模式之契合度皆良好,分享行為模式在大陸樣本中契合度不佳。
4. 對下載的主觀規範對下載意圖沒有影響。
5. 音樂價格對分享態度不顯著,喜愛音樂程度對分享態度影響則顯著。
6. 分享模型中,喜愛音樂程度對分享態度顯著;在整合模型中卻不顯著。
本研究發現法律對於盜版行為的處罰、使用者認知的音樂價格皆會對於P2P的下載行為有影響。對於音樂業者來說,進行道德勸說對於減少使用者下載盜版音樂可能幫助不大,積極督促各國政府防制P2P盜版下載行為可能是一個較有效的動作。此外,音樂業者如欲減低P2P的盜版下載行為,依各地的所得水準訂定其音樂價格可能會是一個有效的方式。本研究意外的發現,經濟、法制上的差異似乎對分享行為並造成沒有太大的不同,對於音樂的喜愛程度反而有可能是影響分享音樂行為的主要原因。未來研究中,或許尚能進一步的進行探討。
The progress of the digital technology and the network technology make file exchanging more convenient. The Developing P2P model recently has offered user a more convenient, faster file exchanging environment. Though P2P model provides convenience file exchanging environment, but it fallows lots of users pirating in P2P network. The difference with past, user’s piracy behavior in P2P model are not only downloading, but also sharing, too. Our study is base on Peace et al.‘s software piracy behavior model(2003) to compare the behavior of using P2P file exchanging software, and discuss the behavior model of using P2P file exchanging software further, except to offer suitable suggestions to the disc industry.
This research carries on the collection of the materials by way of questionnaires, carry on the discussion the behavior of downloading and sharing in Taiwan and China separately, and we use LISREL to test the model, and use MANOVA of SPSS to analyze that goes on the examination of the hypothesis. The result of study is found:
1. Economic factor, legal system factor influence to the download behavior, but the influences of sharing behavior are not significant.
2. The influence of subjective norm in the behavior of downloading and sharing are both not significant.
3. The fitness of the both downloading model is good, but the fitness of sharing model is not good in the sample of China.
4. In downloading model, subject norm has no effect to download intention.
5. The music price has no significant effect to sharing attitude, and the level of loving music has effect.
6. The level of loving music has no significant effect to sharing attitude, but significant in mixed model.
Our research find that the punishment severeness, punishment certainly, and user’s perceive price has effect to the P2P downloading behavior. For music industry, moral persuade may useless to decreasing user downloading piratical music, but press for the government to prevent pirating is may more useful., furthermore, pricing by local income may be work. Our research also find the difference between economics and low system does not male difference to the sharing behavior.
致謝 I
摘要 II
ABSTRACT III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與問題 1
第三節 研究目的 2
第二章 文獻探討 3
第一節 P2P模式的特性 3
一、 P2P模式介紹 3
二、 P2P模式對檔案傳輸帶來的影響 5
第二節 P2P模式資訊倫理議題 8
一、 慎思行動理論與計劃行為理論 9
二、 盜版行為模式 11
三、 Peace et al.的軟體盜版模式 13
第三節 區域特性對盜版行為的影響 14
第四節 小結 15
第三章 研究方法 16
第一節 下載行為與分享行為之研究架構與假說 16
一、 下載行為模式假說 17
二、 分享行為模式假說 19
三、 下載對分享影響之假說 20
第二節 兩岸差異對使用行為影響假說 20
一、 相對價格的假說 20
二、 制度發展的假說 21
三、 主觀規範的假說 22
第三節 變數衡量 24
第四節 研究對象與資料蒐集 25
第四章 資料分析與研究結果 27
第一節 樣本基本資料分析 27
第二節 模型驗證 29
一、 問卷之信度與效度分析 29
二、 整體模式驗證與假說檢定 33
第三節 整體結構恆等性檢驗 37
第四節 兩岸差異對使用行為影響假說檢定 39
第五節 性別可能帶來的影響 41
第六節 結語 44
第五章 結論與建議 45
第一節 研究結果與發現 45
第二節 實務意涵 46
第三節 學術意涵 47
第四節 研究限制 47
第五節 後續研究建議 47
參考文獻 48
附錄一 臺灣樣本問卷 53
附錄二 大陸樣本問卷 57
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二、英文部分
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三、網站部分
1.中華人民共和國國家統計局,http://www.stats.gov.cn,2005。
2.CIA (2005), The world factbook,
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4.IFPI (2005), Commercial piracy report, http://www.ifpi.org/site-content/library/piracy2005.pdf, July, 2005.
5.USTR(2005), Special 301 Report,
http://www.ustr.gov/assets/Document_Library/Reports_Publications/2005/2005_Special_301/asset_upload_file195_7636.pdf, July, 2005.
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