| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 92 === With the development of internet, digital information has become easier to acquire. Resources exchange by peer to peer make individuals to get mp3 files through the limitation of space in pretty low cost. With the networked users of rational and non-rational motivation, and applies softlifting behavior on real world as theoretical basis, this study attempts to understand why users download mp3 files in P2P network. The literature has shown that users whether softlifting or not are influenced by rational factors, including economic utility and personal morality level. Recently, researches on internet users’ behavior also focus on non-rational factor, epically the demand of pursue fashion. Our study will explore the relation between these factors and users’ intention to download mp3 music. Furthermore, we are going to analyze and make clear these factors with each other.
The results show that：
1.Consumers care about the utility of download mp3 and the gap of utility between download mp3 and to buy records. The utility and the gap of utility have significant affect on users’ intention to download mp3.
2.Personal morality level has no effect on users’ intention to download mp3 and attitude of pursues fashion.
3.Non-rational attitude of pursues fashion has no affect on users’ intention to download mp3.
4.Rational factor utility affects downloading intention, but how network users estimate the degree of utility are influenced by non-rational factor of pursues fashion.
5.Users’ intention of downloading mp3 is not affected by personal morality level directly but people with higher personal morality are less affected by purse fashion and utility.
The results suggest rising internet users’ morality level doesn’t directly arrest his behavior intention in virtual softlifting situation, but may comes with a moderate effect to indirectly reduce users’ behavior intention. The result is different from prior research, and worth being research in the future.
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