| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 95 === Title of Thesis: The Impact of Celebrities Worship on Piracy Purchase
Name of Institute: National Chi-Nan University
Graduation Time: January, 2007
Degree Conferred: Master
Graduate Student : Jung-Tsan (Johnson) Pai
Advisor: Yu-An Huang, Ph.D.
Pages: 64
Abstract
Piratical music products suffuse the entire globe, permeate everywhere. The purchase of pirated CD’s and downloading of unauthorized digital music have already become a world
phenomenon, not only appears in developing nations but also in mature and developed markets. Purchasing pirate-music product along with downloading unauthorized digital music from the net are, in every aspect, a behavior of intellectual property tort─down to a
personal level. Literatures from the past have dealt a lot with the consumer demand facet of the equation. Even so, tackling this phenomenon with the psyche-pattern side of celebrity worship by youngsters is truly unique.
This research uses 3 types of young consumers’ characteristic variables (celebrity worship/trait of vanity/group norm) and attachment intensity to construct their purchasing dispositions and customer satisfaction for authentic, pirated and downloaded musical
products. Next, by utilizing packaged system software (SPSS) as a regression assaying tool, all hypotheses proposed in this thesis are put to test.
Data analysis has found: 3 distinct levels of celebrity worship from young consumer sector namely entertainment-social, intense-personal and borderline-pathological have positive correlation effects with attachment intensity; Overemphasizing special abilities and outer
appearances have a positive correlation with celebrity worship levels of entertainment-social and intense-personal, but do not assert much influence to the levels of borderline-pathological case; Norm-intensity from parents does not influence their offspring's celebrity worship intensity as much. However, ruling-intensity of peer group-norm has at least a positively-correlated partial effect on these people’s celebrity worship; Attachment-intensity has positive correlation effect with tendency to purchase authentic musical products, but has inverse effect to piracy and purchase of music-product downloads; Ruling-intensity from parents and peers has positively-correlated effect to the purchase of authentic and piratical musical products; Attachment intensity has positive
correlation with the most recent purchase of music celebrity products.
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