Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23529
標題: 未授權音樂檔案下載與分享之群眾行為
The Crowd Behavior of Unauthorized Music Downloading and Sharing
作者: 謝文卿
Hsieh, Wen-Ching
關鍵字: 未授權音樂;Unauthorized music files;群眾行為;鄰避現象;願付價格;紮根理論;Crowd behavior;NIMBY phenomenon;Willingness to pay;Grounded theory
出版社: 行銷學系所
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摘要: 
消費者使用未授權音樂檔案的行為成為了全球音樂產業收益減少的主因。未授權音樂檔案的下載與分享行為成為一種相當普遍的「群眾行為」,且與消費者的鄰避(NIMBY, Not-In-My-Backyard)心態有關,即當侵權者認為個人的下載或分享行為對產業造成的傷害不是個人所需負擔的責任時,便會持續其下載與分享行為。

本研究以質化研究之方法,深度訪談50位過去具有下載或分享未授權音樂檔案經驗之民眾,透過紮根理論深入瞭解未授權音樂檔案下載與分享之群眾行為以及鄰避現象。除了過去相關研究所提出的便利性、個人利益、利他、網路、娛樂及內在動機等原因,深度訪談之結果發現「群眾行為」對於未授權音樂檔案下載與分享行為的影響力及重要性。

本研究進一步比較受訪者於侵權程度之上差異。以受訪者於實體專輯及數位音樂單曲之願付價格作分群,並以ANOVA F檢定及卡方檢定驗證不同願付價格之受訪者於未授權音樂檔案的下載數量、分享數量及鄰避現象上之差異。結果顯示無論是實體專輯或數位音樂單曲,願付價格較低的受訪者其音樂侵權行為較願付價格高的受訪者嚴重。受訪者於合法實體專輯及數位音樂單曲之願付價格亦低於目前合法音樂的價格。

藉由深度訪談本研究亦發現鄰避現象的形成與群眾行為有關。由於下載與分享的人數龐大,導致受訪者忽略了自己對產業的影響,認為對產業所造成傷害並不是自己所需負擔的責任。本研究之結果可供音樂產業於定價策略上及政府於智慧財產權的教育上作為參考,同時質化分析之結果也可做為後續量化研究之基礎。

Utilization of unauthorized music files has caused the music industry huge profit reduction worldwide. Downloading and sharing unauthorized music files has been so common it has become a crowd behavior, and is related to a NIMBY (Not-In-My-Back-Yard) phenomenon. Unauthorized users of music files would have believed that personal behavior of downloading and sharing music files should not be put up to the overall damage of the music industry. Since users felt they were not responsible for losses on profit in the music industry, the unauthorized downloading and sharing behavior went on.

Researchers in this study interviewed 50 participants who had downloaded or shared unauthorized music files using qualitative approach. Based on the grounded theory, researchers in this study examined how crowd behavior and the NIMBY phenomenon influenced downloading and sharing unauthorized music files, which had been in a gap of research findings in the relevant literature discussing factors influencing music piracy such as convenience, personal benefit, altruism, internet connection, entertainment, and internal motivations.

Differences in levels of unauthorized usage of music files were analyzed in this study using ANOVA F and χ2 tests in examining quantities of downloaded and shared music files based on respondents’ willingness to pay for digital music files and albums. Results indicated that respondents with lower willingness to pay for music files and albums would have downloaded or shared more unauthorized music files. Moreover, willingness to pay for digital music files and albums of respondents were lower than prices of music in the market.

Findings in this study revealed the crowd behavior of unauthorized music file usage is related to the NIMBY phenomenon. Due to a large amount of unauthorized downloaded and shared music files, respondents believed damage to the music industry would not be linked to personal usage of unauthorized music files. Findings in this study would be beneficial to the music industry in pricing strategies and to the government administrative agencies in educating the general public about importance of proper valuation of intellectual properties. Furthermore, findings in this study could form a baseline for quantitative studies in this area.
URI: http://hdl.handle.net/11455/23529
其他識別: U0005-2907201317123900
Appears in Collections:行銷學系所

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