习惯对盗版软件使用的影响研究  

A study of the effects of habit on pirated software uage

作　　者：盛旭东[1] 侯伦[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9期40-49,共10页

摘　　要：本文通过整理以往文献中关于习惯和习惯形成的研究成果,把习惯与经典的行为计划理论进行了有机整合。我们通过三个模型(没有习惯变量,习惯对行为有直接效应,习惯对行为有调节效应)的对比实证分析,研究结果显示了使用盗版软件不仅由动机造成的,习惯也会影响使用盗版软件的行为;在消费者使用盗版软件环境下习惯在动机和实际盗版环境起到调节效应。In this paper, the ＂habit＂ construct was incorporated into classical TPB theory model on the basis of the previous literature about the habit and its formation. By analysising three models （without habit, habit as a direct effect, habit as a moderator） comparatively, a model was developed to suggest that the usage of pirated software is not only a consequence of intention, but also a result of habit. Particularly, the habit construct has a moderate effect between intentions and behavior in this proposed research model.

关 键 词：习惯 盗版软件 调节效应 

分 类 号：C93[经济管理—管理学]