题名

消費者倫理與盜版翻印行為－以外文教科書為例

并列篇名

Consumer Ethics and Textbook Piracy Behavior

作者

鄭焜中(Kun-Chung Cheng)；莊銘國(Ming-Kuo Chuang)；陳霖賢(Lin-Shian Chen)；羅文華(Wen-Hua Lo)

关键词

消費者倫理 ； 盜版翻印 ； 中介檢定 ； textbook piracy ； consumer ethics ； mediation ； ethical consumption behavior

期刊名称

多國籍企業管理評論

卷期/出版年月

3卷2期（2009 / 09 / 01）

页次

115 - 136

内容语文

繁體中文
中文摘要

有關消費倫理議題的文獻通常分成「賣方倫理」與「買方倫理」二大主流；就後者而言，又可進一步分成消費者倫理與倫理消費主義二個方向。消費者倫理著重於探討盜版或仿冒等非倫理的消費行為，而倫理消費主義則與綠色消費或永續消費有關。學者主張，由於消費者係企業的主要利害關係人之一，探究買方倫理有助於完整了解商業倫理議題。消費者倫理係指當消費者在獲取、消費和處置產品或服務時，引導他們行為的倫理原則與標準；研究指出，人口統計變項等因素會影響消費者倫理，而消費者倫理會進一步影響仿冒品知覺價值、音樂盜版行為、及侵權產品（仿冒品）的消費意圖等變數。就研究的標的物而言，則泰半與數位音樂、電腦軟體、或仿冒品有關，較少被提及的，則是有關盜版外文教科書的使用行為。鑑於國內有關消費者倫理的研究仍嫌不足，且目前尚無使用盜版外文教科書的非倫理消費行為的研究，故本研究將探討消費者倫理與使用盜版外文教科書之間的關係，並以大學生為研究對象，共獲得223份有效問卷；研究結果顯示，本研究的假設泰半獲得支持；消費者倫理會影響盜版外文教科書的使用。此一研究結果除將有助保護智財權活動的推動外，亦可供企業，特別是外文教科書出版業者，於履行企業社會責任時參考。
英文摘要

In the business environment that is becoming increasingly global, the need for proper safeguards for protecting intellectual property assets is increasingly becoming critical. Specifically, textbook piracy is becoming economically devastating to companies that publish and market textbooks. Textbook piracy can be defined as the unauthorized use of textbook or the unauthorized distribution of copies of textbook without permission being given by the owner. Some researchers have argued that consumer ethics regarding textbook piracy of individuals may be related to the extent of actual textbook piracy behavior. Drawing on a marketing ethics perspective, this paper suggests that consumer ethics serves an important function for ethical consumption intention and that this role, mediated by ethical consumption attitude, has a significant influence on ethical consumption behaviors. A survey was administered to undergraduate and graduate students. A student's ethical consumption belief was found to be directly related to the student's propensity to pirate textbook. The results have implications for developing and implementing appropriate policies to reduce textbook piracy.
主题分类 社會科學 > 管理學
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