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The Influences of Consumer Ethics and Perceived Risk on Pirated Product Consumption
|關鍵字:||侵權產品;Pirated products;消費者倫理;消費者知覺風險;Consumer ethics;Consumer perceived risk||出版社:||行銷學系||摘要:||
International organizations like the World Intellectual Property Organization, the International Chamber of Commerce-Counterfeiting Intelligence Bureau, the International Intellectual Property Alliance, the International Federation of the Phonographic Industry, and the Business Software Alliance have endeavored huge efforts to combat with the serious problems of pirated conduct. The issues of counterfeit, piracy, illegal disk copying, unauthorized Internet downloading, software sharing, and book photocopying have not been resolved. This study examines the misconduct of pirated products from the dimensions of consumer ethics and perceived risk. Results indicate that consumer ethics and perceived risk are related to pirated product consumption intentions. Consumers who have relatively weaker beliefs in consumer ethics have higher tendencies to consume pirated products. Consumers who have relatively lower risk perceptions are more likely to consume pirated products.
This study segments the respondents into clusters of high and low preferences of pirated products to examine the differences in consumer ethics, perceived risk, and pirated product consumption patterns. Analyzed results indicate that respondents in the cluster of high preferences of pirated products have relatively higher intentions to consume pirated products while their beliefs in consumer ethics are weaker and the perceived risk is lower. Respondents in the cluster of high preferences of pirated products purchase and consume larger quantities of pirated products and have superior evaluations of pirated products. This group of consumers has higher possibilities to have repeat purchases of pirated products.
|Appears in Collections:||行銷學系所|
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