從計畫行為理論觀點來探討影響盜版軟體購買意圖的關鍵前因

10.29709/ecmanagement.201005.0421

池文海；李宏仁；王智永；林憬

計畫行為理論 ； 軟體盜版態度 ； 盜版軟體購買意圖 ； theory of planned behavior ； attitude toward software piracy ； purchase intention toward pirated software

電子化企業經營管理理論暨實務研討會

第11屆（2010 / 05 / 29）

421 - 428

繁體中文

許多軟體公司與政府單位在打擊盜版軟體流通方面正不斷地有所斬獲。但是全球軟體盜版率卻依然從2007年的38%上升至2008年的41%。雖然盜版會對社會經濟帶來許多負面傷害，人們卻仍然持續地從事此項行為。先前研究有針對盜版現象進行討論，但結果卻都無法完整而有系統地解釋消費者的盜版行為。因此，根據計畫行為理論，藉由引進主觀規範（例如：規範敏感性、集體主義）、行為態度（例如：社會重要性態度、盜版軟體態度、購買行為態度）、以及知覺行為控制（例如：自我效能）等要素，本研究試圖探討影響消費者的盜版軟體購買意圖的關鍵前因。透過這項討論，有助於軟體公司與政府單位去阻止與改善猖獗的盜版行為。部分研究發現多數大學生認為使用盜版軟體是可以接受的行為。因此本研究就以台灣大專院校的在學生為調查對象；藉由網路問卷蒐集到266個樣本。研究分析結果如下：(1)規範敏感性、社會重要性態度、以及購買行為態度會負向影響消費者的盜版軟體購買意圖；(2)盜版軟體態度與自我效能會正向影響消費者的盜版軟體購買意圖；(3)集體主義對於盜版軟體購買意圖則沒有顯著地影響。整體而言，本研究可以提供一些有用的理論與實務貢獻。

Many software companies and governments are making progress in combating circulation of illegal software. But the global piracy rate remains went up from 38% in 2007 to 41% in 2008. Although piracy brings much negative harm in societal economies, people still conduct this behavior continuously. Previous researches focused on the issues of discussing piracy phenomena, but the results were unable to explain consumer's piracy behavior completely and systematically. Therefore, based on the theory of planned behavior, this study attempts to explore important antecedents influencing consumers' purchase intention to pirated software by incorporating the elements of subjective norm (e.g., normative susceptibility, collectivism), attitude toward the behavior (e.g., attitudes toward social consequences, attitudes toward pirated software, attitudes toward purchasing behavior), and perceived behavioral control (e.g., self-efficacy). Through this discussion, it is helpful to prevent and improve rampant piracy behavior for software companies and government entities. Some studies found that most college students thought the use of pirated software was acceptable behavior. Thus the subjects chosen for this study are current students in Taiwanese universities; 266 samples are collected by online surveys. The analytical results are as follows: (1) normative susceptibility, attitude toward social consequences, and attitude toward purchasing behavior negatively affect consumer's purchase intention to pirated software; (2) attitude toward pirated software and self-efficacy influence consumer's purchase intention to pirated software; (3) collectivism has no significant influence on purchase intention toward pirated software. In sum, our findings can provide some useful theoretical and practical contributions.