Huang (2005)

From Copyright EVIDENCE

Advertising Architectural Publishing of books, periodicals and other publishing Programming and broadcasting Computer programming Computer consultancy Creative, arts and entertainment Cultural education

Film and motion pictures Sound recording and music publishing Photographic activities PR and communication Software publishing (including video games) Specialised design Television programmes Translation and interpretation

1. Relationship between protection (subject matter/term/scope) and supply/economic development/growth/welfare 2. Relationship between creative process and protection - what motivates creators (e.g. attribution; control; remuneration; time allocation)? 3. Harmony of interest assumption between authors and publishers (creators and producers/investors) 4. Effects of protection on industry structure (e.g. oligopolies; competition; economics of superstars; business models; technology adoption) 5. Understanding consumption/use (e.g. determinants of unlawful behaviour; user-generated content; social media)

A. Nature and Scope of exclusive rights (hyperlinking/browsing; reproduction right) B. Exceptions (distinguish innovation and public policy purposes; open-ended/closed list; commercial/non-commercial distinction) C. Mass digitisation/orphan works (non-use; extended collective licensing) D. Licensing and Business models (collecting societies; meta data; exchanges/hubs; windowing; crossborder availability) E. Fair remuneration (levies; copyright contracts) F. Enforcement (quantifying infringement; criminal sanctions; intermediary liability; graduated response; litigation and court data; commercial/non-commercial distinction; education and awareness)

Source Details

Huang (2005)
Title: File sharing as a form of music consumption
Author(s): Huang, C. Y.
Year: 2005
Citation: Huang, C. Y. (2005). File sharing as a form of music consumption. International Journal of Electronic Commerce, 9(4), 37-55.
Link(s): Definitive
Key Related Studies:
Discipline:
Linked by: Coyle, Gould, Gupta and Gupta (2009), Shanahan and Hyman (2010)
About the Data
Data Description: A sample of 187 senior students who took one of three marketing-related elective courses at a local university in Taiwan was surveyed to provide data for the empirical study.
Data Type: Primary data
Secondary Data Sources:
Data Collection Methods:
Data Analysis Methods:
Industry(ies):
Country(ies):
Cross Country Study?: No
Comparative Study?: No
Literature review?: No
Government or policy study?: No
Time Period(s) of Collection:
  • 2005
Funder(s):
  • National Science Council, Taiwan

Abstract

Led by the development and widespread application of digital technology, consumers are able to duplicate as well as distribute digitized music products at almost no cost. Music file sharing has been deemed illegal in many countries and is quite detrimental to record labels around the world. The music industry is looking for a business model that would let it tap into the new mode of file-sharing consumption. Until now music file-sharing behavior has not been systematically analyzed in the literature. This paper presents an analytical framework by looking at music file-sharing behavior from the perspectives of moral judgment, expertise, and social networking, and then presents a conceptual model of sharing through a set of hypotheses. An empirical study based on the model provides in-depth insights into sharing behavior. The paper concludes with a discussion of implications and further research possibilities.

Main Results of the Study

This Article aims at proposing a model of consumer behavior which accounts for a better understanding of music piracy. The model mainly considers the moral judgment perspective, the expertise perspective, and the social networking perspective, and it investigates their interrelationships with consumers’ intensity of music file sharing. More specifically, this paper shows that:

  • The higher the degree to which consumers judge file sharing to be morally right, the more likely they are to have the expertise to share files.
  • A higher level of sharing expertise leads to more intense sharing behavior.
  • Entrenched knowledge of old modes of music consumption inhibits a consumer from taking advantage of sharing as a social networking opportunity.
  • The social networking orientation of file sharing lessens, rather than heightens, the intensity of music file-sharing behavior.

Policy Implications as Stated By Author

- The music industry value chain that found its ground in mass production cannot guarantee the survival of market players in the postmodern consumption condition where consumers are capable of reproduction and distribution, digitally and therefore perfectly.

- Consumers' perceptions that a producer is unfair give them a self-righteous excuse for infringing on the producer's copyright.



Coverage of Study

Coverage of Fundamental Issues
Issue Included within Study
Relationship between protection (subject matter/term/scope) and supply/economic development/growth/welfare
Relationship between creative process and protection - what motivates creators (e.g. attribution; control; remuneration; time allocation)?
Harmony of interest assumption between authors and publishers (creators and producers/investors)
Effects of protection on industry structure (e.g. oligopolies; competition; economics of superstars; business models; technology adoption)
Understanding consumption/use (e.g. determinants of unlawful behaviour; user-generated content; social media)
Green-tick.png
Coverage of Evidence Based Policies
Issue Included within Study
Nature and Scope of exclusive rights (hyperlinking/browsing; reproduction right)
Exceptions (distinguish innovation and public policy purposes; open-ended/closed list; commercial/non-commercial distinction)
Mass digitisation/orphan works (non-use; extended collective licensing)
Licensing and Business models (collecting societies; meta data; exchanges/hubs; windowing; crossborder availability)
Fair remuneration (levies; copyright contracts)
Enforcement (quantifying infringement; criminal sanctions; intermediary liability; graduated response; litigation and court data; commercial/non-commercial distinction; education and awareness)
Green-tick.png

Datasets

Sample size: 187
Level of aggregation: University students
Period of material under study: 2005