Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22979
標題: Analysis of Consumers' Willingness to Pay for Non-pirated Software
消費者使用非侵權軟體之願付價格分析
作者: 薛椀云
Shiue, Charlene Wan-Yun
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-1807200612045100
盜版軟體
智慧財產權
知覺風險
願付價格
微軟Windows
微軟Office
出版社: 行銷學系
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摘要: 盜版軟體猖獗不僅僅影響了版權持有者的權益,甚至削弱了製造商投資於研發與創新的意願。本研究擬分析消費者對智慧財產權之態度及知覺風險如何影響其對於非侵權電腦軟體之願付價格。問卷以微軟Windows與Office為例,衡量消費者對於此兩種商業正版軟體之願付價格,並於台北地區進行消費者問卷調查,有效問卷共計799份,包括在學學生599名(200名高中生、200大學生、及199名碩士生)與社會人士200名。 消費者對微軟Windows之平均願付價格為58.55美金,對微軟Office則願付53.49美金,前述兩金額遠低於該產品之建議零售價格(微軟Windows之市場售價為214.59美金,Office為170.99美金)。學生受測群中,高中生對於軟體之願付價格相對較高,碩士生之願付價格則稍低。社會人士受訪者之願付價格約與高中生之願付價格相近。 本研究自消費者對智慧財產權之態度以及知覺風險中萃取出六個因素構面。在研究假設中,僅規範敏感構面對願付價格影響之正向關係之假設完全成立。價格知覺、追求新奇、績效風險、及社會風險對願付價格之正向影響假設僅獲得部份支持的結果。 本研究利用集群分析將受訪者區分為高願付價格與低願付價格兩群。相較於高願付價格群,低願付價格群中較多受訪者傾向使用盜版軟體。高願付價格群中僅有低於百分之十的受訪者確定將於下次購買軟體時選擇正版產品。在考量因素中,來源可靠、版權合法、技術支援、及售後服務是高願付價格群在軟體購買決策中著重的項目。本研究結果顯示受訪者仍偏好及持續使用盜版軟體,以目前盜版軟體普及的情形,軟體盜版問題在短時間內實難徹底解決。
The misuse of copyrighted software not only affects the benefits of copyright holders, but also weakens the intentions of manufacturers in making investment in research and development. This study intends to analyze how attitudes toward intellectual property rights and perceived risk affect the consumers' willingness to pay for non-pirated computer software. The willingness-to-pay measures were estimated for authorized copies of Microsoft Windows and Microsoft Office to reveal the value consumers assess these two commonly used software products. A survey was conducted in Taipei, Taiwan, and the total valid samples in this research were 799, including 200 senior high school students, 200 college students, 199 graduate students, and 200 consumers who are no longer full-time students. The average WTP for Microsoft Windows is USD 58.55 and for Microsoft Office is USD 53.49, much lower than suggested retail prices of these two products, USD 214.59 and USD 170.99 of Microsoft Windows and Office, respectively. Among students, high school students are willing to pay more money for Microsoft Windows and for Office. Graduate students have relatively lower WTP measures. Non-student respondents have the WTP measures of high school students' levels. Among factors extracted from attitudes toward intellectual property rights and perceived risk, only the hypothesis of normative susceptibility dimension positively related to consumers' WTP for non-pirated software is full supported. Positive relationships of value conscious, novelty seeking, performance risk, and social risk with WTP are partially supported. Cluster analysis is used in this study to segment respondents into various values of WTP. The respondents segmented into the low-WTP cluster are more likely to use pirated software than those in high-WTP group. Less than 10% and 2% of respondents in high-WTP and low-WTP, respectively, indicate that they would purchase non-pirated software for the next purchases for sure. Source reliability, legitimacy, technical support, and customer service are emphasized by respondents in the high-WTP cluster, but do not seem to be important for respondents in the low-WTP cluster. In sum, software piracy has become a phenomenon in Taiwan. Due to the easiness of downloading pirated software from Internet and sharing with others, software piracy issue can be hard to resolve.
URI: http://hdl.handle.net/11455/22979
其他識別: U0005-1807200612045100
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