The influencing factors of viewing network pirate film in China

摘要

The spread of pirate movies has caused great impact on the film industry as well as social morality. This study bases on a model combining the Theory of Planned Behavior with Ethical Theory, and it also considers the special surrounding factors of pirate movies in China, since the phenomenon of piracy is common here. After omit some social factors in our model in this paper, we find that the psychological factors like personal intention and attitude play a significant role in motivating people to watch pirate movies, what's more, environmental factors and the spread of pirate movies also contribute to the intention of watching pirate movies.