A STUDY ON THE ANTECEDENTS OF THE INTENTION TO DOWNLOAD PIRATED E-BOOKS AND ITS IMPACT ON THE INTENTION TO PURCHASE LEGAL E-BOOKS

• Main Authors: Shu-shien Wang, 王舒仙
• Other Authors: Nan-hong Lin
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9ds9u2

碩士 === 大同大學 === 事業經營學系(所) === 106 === With the rapid changes in the times, the development of e-books has become an industry that has subverted man's habits of information contact since ancient times. Innovative history brings unlimited possibilities. However, under the foreseeable huge business opportunities of e-booksellers in the future, the ensuing problems of piracy will also become increasingly rampant, causing economic damage not to be underestimated. Therefore, based on the theory of planned behavior, this study attempts to extends attitude toward the behavior (social importance, moral obligation, perceived risk), subjective norms (normative sensitivities, collectivism), and perceived behavioral control (self-efficacy, convenience). Predict the download intent of pirated e-books by factors and add the interference of idol worship to test the correlation between piracy and purchase. This research takes Internet users in Taiwan as the research object by online-survey. Based on the information in the questionnaires from the 227 respondents we tested the hypotheses proposed in the model. The results show that: (1) Moral obligation and normative sensitivity have a significant negative impact on the intention of downloading pirated electronic books. (2) Collectivism, self-efficacy and convenience have a significant positive impact on intention of downloading e-books. (3) social importance, perceived risk of piracy e-book download intention is not significant. (4) The intention of downloading of pirated e-books has a significant negative impact on the purchase intention of legitimate e-books, while the effect of idol worship on the intention of downloading e-books is not obvious. Finally, this study also put forward relevant discussions based on empirical results, and explain the meaning of the theoretical and management aspects and suggestions for future research.