Chen and Yen (2011)
|Chen and Yen (2011)|
|Title:||Costs and Utilities Perspective of Consumers' Intentions to Engage in Online Music Sharing: Consumers' Knowledge Matters|
|Author(s):||Chen, M. F., Yen, Y. H.|
|Citation:||Chen, M. F. and Yen, Y. H. 2011. Costs and Utilities Perspective of Consumers' Intentions to Engage in Online Music Sharing: Consumers' Knowledge Matters. Ethics & Behavior, 21(4), 283-300.|
|Key Related Studies:|
|About the Data|
|Data Description:||335 participants mostly university students (98% university students) between 21-30 years old of which 165 were men and 170 were women.|
|Data Type:||Primary data|
|Secondary Data Sources:|
|Data Collection Methods:|
|Data Analysis Methods:|
|Cross Country Study?:||No|
|Government or policy study?:|
|Time Period(s) of Collection:||
Online music sharing, deemed illegal for invading intellectual property rights under current laws, has become a crucial issue for the music industry in the modern digital age, but few have investigated the potential costs and utilities for individuals involved in such online misbehavior. This study aimed to fill in this gap to predict consumers’ intentions to engage in online music sharing and further consider consumers’ online music sharing knowledge as a moderator in the research model. The results of repeated measures analysis of variance of costs and utilities of online music sharing not only give more detailed information to grasp empirical implications but also provide some suggestions to the music industry in Taiwan.
Main Results of the Study
There were four main hypothesis:
- The costs that consumers perceive from online music sharing are negatively relatedto their attitudes toward online music sharing.
- The utilities that consumers obtain from online music sharing are positively related to their attitudes toward online music sharing.
- Consumers’ attitudes toward online music sharing are positively related to their intentions to engage in online music sharing.
- The relationships in the three hypotheses above are moderates by the consumers’ online music-sharing knowledge.
- The regression analysis results show that an individual’s perceived costs of online music sharing has a negative, but his or her perceived utilities of online music sharing has a positive, impact on his or her online music-sharing attitude. This in turn exerts a further positive impact on his or her online music-sharing intention.
- An individual’s online music-sharing knowledge indeed exerts its positive moderating effects on the negative relationship between the costs of online music sharing and his or her attitudes to it as well as the positive relationship between his or her attitude to online music sharing and his or her intention to do it.
Policy Implications as Stated By Author
- Author suggests that policymakers should appeal to the consumers morals and encourage them to think about the ethics of online piracy along with enforcing legal costs like fines or imprisonment in order to curb online piracy.
- The author also suggests that changing consumers hostile attitude toward record companies could work to curb online piracy.
Coverage of Study
|Level of aggregation:||University students|
|Period of material under study:||2009|