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|標題:||Analysis of Consumers' Willingness to Pay for Non-pirated Software
Shiue, Charlene Wan-Yun
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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.
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