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Pirate or Buy? The Moderating Effect of Idolatry

机译:海盗还是买?偶像崇拜的调节作用

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Due to the development of information technology, music piracy has become an escalating problem. This study attempts to employ the theory of planned behavior (TPB) and the social identity theory to investigate the antecedents of downloading pop music illegally from the Internet, the relationship between the intention to illegally download music and the intention to buy music, and the moderating effects of idolatry. Data were collected from 350 teenagers in Northern Taiwan through questionnaire interviews conducted in city centers where teenagers gather. The results of partial least squares (PLS) analyses reconfirm the explanatory power of the TPB model with regard to the pop music illegal downloading behavior. However, it is interesting to note that the intention to illegally download music does not have a significant influence on the intention to buy music. This finding contradicts our common intuitions. Further analyses also reveal that idolatry moderates the relationship between the intention to illegally download music and the intention to buy music. For teenagers with high idolatry, a higher music downloading intention results in a lower buying intention. One possible explanation is the price of music CDs. Several interviews were also held to verify our results. Implications and a discussion are then provided.
机译:由于信息技术的发展,音乐盗版已成为日益严重的问题。这项研究试图利用计划行为理论(TPB)和社会认同理论来研究从互联网上非法下载流行音乐的前因,非法下载音乐的意图与购买音乐的意图之间的关系以及偶像崇拜的影响。通过在聚集青少年的市中心进行的问卷调查,从台湾北部的350名青少年收集了数据。偏最小二乘(PLS)的分析结果再次证实了TPB模型对于流行音乐非法下载行为的解释能力。但是,有趣的是,非法下载音乐的意图对购买音乐的意图没有重大影响。这一发现与我们的直觉相矛盾。进一步的分析还表明,偶像崇拜可以缓解非法下载音乐的意图与购买音乐的意图之间的关系。对于偶像崇拜较高的青少年,较高的音乐下载意愿会导致较低的购买意愿。一种可能的解释是音乐CD的价格。还进行了几次访谈,以验证我们的结果。然后提供了含义和讨论。

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