Chen, Shang and Lin (2008)
|Chen, Shang and Lin (2008)
|The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives
|Chen, Y. C., Shang, R. A., Lin, A. K.
|Chen, Y. C., Shang, R. A., & Lin, A. K. (2008). The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives. Electronic Commerce Research and Applications, 7(4), 411-422.
|Definitive , Open Access
|Key Related Studies:
|Chullasang and Wongpinunwatana (2009)
|About the Data
|A sample of 1300 was drawn, and a total of 1239 surveys were returned. Incomplete questionnaires were excluded. A total of 834 samples were used. Sample ranging from 12 to 18 years old was drawn from three junior high schools and two high schools located in Taipei. Sample above 19 years old mainly came from students of three universities and employees at many companies.
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Downloading unauthorized music file, being framed as a problem of crime, is deemed unethical, but the peer-to-peer systems have boosted its popularity and have become the killer application for the music industry. Two factors, cost savings from CD purchase and the low moral reasoning ability of Internet users, have been frequently attributed as rationales for this behavior. Music download, however, can also be interpreted as a value maximizing behavior that chooses between the values from consuming illicit and legitimate music, wherein the consumption value is partly dependent on one’s degree of fashion involvement since music is fashionable. This paper presents a conceptual model of music download by looking at and integrating these seldom noticed perspectives with traditional explanations. An analysis of 834 samples drew from a survey of P2P users in Taiwan reveals that: people are maximizing value while downloading music; and that fashion involvement influences the perception of consumption value from music download. This study also found that moral reasoning moderate the relationships among fashion involvement, consumption value, and behavioral intention to download music.
Main Results of the Study
The authors have extracted three primary findings that may contribute to our knowledge regarding the behavioral intention to download music:* First of all, consumers are essentially value maximizers when choosing between buying and downloading music. A positive value from downloading music will facilitate music download, and a comparison of the consumption value between the two ways for getting music positively influence users’ behavioral intention.* Secondly, music download may not be perceived as a problem of ethics. The moral reasoning ability is not related with the behavioral intention to download music files. Downloading music files, though illegal, therefore is probably deemed not so unethical under the ideology of freeware.* Thirdly, fashion involvement plays an important role in shaping an individual’s intention to download. People who highly involve with fashion will download music files because this behavior is viewed as a symbol of new life style.
Policy Implications as Stated By Author
Simply proclaiming intellectual property rights and the norm of anti-piracy may be ineffective for diminishing unauthorized music download. To attract customers, companies should try their best to apply and realize the benefits of the new technology to increase their consumers’ value and satisfy their needs for fashion. The design of the content and meaning of CD albums should coincide with the metaphors of the latest trend and emotional needs for a sense of belonging to that trend.Music companies can also try their best to improve the value of CDs, or reduce the value from download. This can be done through adjusting components of consumption value: utility or costs for these two alternatives.
Coverage of Study
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