消费者使用盗版软件的影响因素分析  

An Analysis of Factors Affecting the Consumers to Use Pirated Software

作　　者：盛旭东[1] 侯伦[1] 方佳明[1] 李良强[1] 

机构地区：[1]电子科技大学经济与管理学院,成都610054

出　　处：《管理学家（学术版）》2010年第4期29-41,共13页

摘　　要：本文以我国消费者为研究样本,以TPB模型和Triands的模型为主,加入了共享文化和追求新奇两个因素,对消费者使用盗版软件的影响因素进行了路径分析。分析结果表明,信息影响,盗版软件的使用习惯,和共享文化这三个因素对消费者对盗版软件的态度产生显著影响;消费者对盗版软件的态度,盗版软件购买的便利条件、正版软件价格以及购买时间因素是影响消费者动机的重要因素。本文深入研究了我国消费者使用盗版软件的影响因素,可以为我国宏观政策制定提供科学依据和参考,并为此领域进一步研究抛砖引玉。This paper takes consumers of our country as study samples to research the influential factors on their behavior of using pirated software through path analysis. In this paper ,the model is based TPB model and Triands＇ model, especially added two more constructs： collectivism and novelty seeking. This analysis shows that informative susceptibility, habits of using pirated software and collectivism remarkably influence consumers＇ attitude of using pirated software which ,as well as facilitating conditions of buying pirated software, price and time factors, are important factors affecting consumers＇ purchasing-intention. This thesis deeply discusses the factors influencing customers to use pirated software so as to provide scientific basis and reference for Chinese macro-policy-making and introduce something for further research in this area.

关 键 词：盗版软件 态度 动机 中国 

分 类 号：C93[经济管理—管理学]