防仿冒策略之研究-針對軟體產品

Abstract

在過去幾十年來，國際之間的仿冒行為已成為一個相當嚴重的問題，其中軟體業的盜版行徑更為猖獗。這篇研究主要在歸納出幾個有效的反軟體盜版策略並將受訪者依其購買轉換行為分為三群(忠誠者，不滿意轉換者，滿意轉換者)探討其對正版軟體的購買意願影響為何，軟體業者對於不同群體的消費者，採用合適之反盜版策略後是否能夠提升消費者購買正版軟體的意願。本研究主要目的希望能透過反軟體盜版策略的整理，對軟體業者及廠商對抗盜版並降低盜版有一定程度之貢獻。研究的結果發現價格策略、法律策略、溝通策略及產品策略對於受訪者購買正版軟體意願的提升皆有顯著之效果。再者，對於忠誠顧客而言，價格策略對於購買正版軟體之效果顯著大於不滿意轉換者及因其它原因轉換者。最後，對於不滿意轉換者而言，溝通策略對購買正版軟體之效果顯著大於其它兩群消費者。作者並在本文中提到這些結論的管理意涵及應用，並期許盜版率的降低可以使軟體業提升競爭力進而提升經濟成長及帶來更多工作機會。

International piracy has become a serious problem over the past decades, especially in the software industry. The purpose of the study intends to identify anti-pirate strategies on software and discuss the effectiveness of these strategies in three different consumer groups (stayers, dissatisfied switchers, and satisfied switchers). Data were obtained from a sample of 262 Taiwanese who has experiences of buying legal software. The results of this study are threefold. First, pricing, legal, communication and product strategies all have significant impacts on enhancing customer purchase intention of the legal software. Second, the pricing strategy has a greater impact on customer purchase intention of the legal software for the stayers than satisfied and dissatisfied switchers. Third, the communication strategy has a greater impact on customer purchase intention of the legal software for the dissatisfied switchers than stayers and satisfied switchers. Managerial implications and further directions were then discussed.