消费者下载非法在线音乐意图影响因素研究  

Antecedent Factors to Intention of Downloading the Unauthorized Music Files

作　　者：于洪彦[1] 郑绍成[1,2] 黄琪雯 

机构地区：[1]吉林大学商学院 [2]台湾中国文化大学商学院 [3]台湾中央大学企业管理研究所

出　　处：《管理学报》2009年第10期1392-1398,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70672026)

摘　　要：以偶像崇拜为调整变量,探讨其对道德强度、知觉风险与消费者下载非法在线音乐意图间之关系是否具有干扰影响。研究结果表明:消费者道德强度对消费者下载非法在线音乐意图不具显著影响;消费者知觉风险对消费者下载非法在线音乐具显著影响;偶像崇拜对道德强度、知觉风险与消费者下载非法在线音乐意图间之关系具有部分干扰效果。Our research takes idolatry as modulating variable to explore the relationship betweenmoral intensity, perceived risk and music piracy intention. The following are key findings. （i）The relationship of consumer moral intensity and the intention of downloading unauthorized music is not significantly; （ii）Perceived risk has significant effect on the intention of downloading the unauthorized music files; （iii）The moderating effect is partial significantly to the relationship among moral intensity, perceived risk and the music piracy intention.

关 键 词：道德强度 知觉风险 偶像崇拜 音乐盗版行为 

分 类 号：C93[经济管理—管理学]