The Impact of Celebrities Worship on Piracy Purchase

• Main Authors: Jung-Tsan (Johnson)Pai, 白榮燦
• Other Authors: Yu-An Huang, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/85556689291854135255

碩士 === 國立暨南國際大學 === 國際企業學系 === 95 === Title of Thesis: The Impact of Celebrities Worship on Piracy Purchase Name of Institute: National Chi-Nan University Graduation Time: January, 2007 Degree Conferred: Master Graduate Student : Jung-Tsan (Johnson) Pai Advisor: Yu-An Huang, Ph.D. Pages: 64 Abstract Piratical music products suffuse the entire globe, permeate everywhere. The purchase of pirated CD’s and downloading of unauthorized digital music have already become a world phenomenon, not only appears in developing nations but also in mature and developed markets. Purchasing pirate-music product along with downloading unauthorized digital music from the net are, in every aspect, a behavior of intellectual property tort─down to a personal level. Literatures from the past have dealt a lot with the consumer demand facet of the equation. Even so, tackling this phenomenon with the psyche-pattern side of celebrity worship by youngsters is truly unique. This research uses 3 types of young consumers’ characteristic variables (celebrity worship/trait of vanity/group norm) and attachment intensity to construct their purchasing dispositions and customer satisfaction for authentic, pirated and downloaded musical products. Next, by utilizing packaged system software (SPSS) as a regression assaying tool, all hypotheses proposed in this thesis are put to test. Data analysis has found: 3 distinct levels of celebrity worship from young consumer sector namely entertainment-social, intense-personal and borderline-pathological have positive correlation effects with attachment intensity; Overemphasizing special abilities and outer appearances have a positive correlation with celebrity worship levels of entertainment-social and intense-personal, but do not assert much influence to the levels of borderline-pathological case; Norm-intensity from parents does not influence their offspring's celebrity worship intensity as much. However, ruling-intensity of peer group-norm has at least a positively-correlated partial effect on these people’s celebrity worship; Attachment-intensity has positive correlation effect with tendency to purchase authentic musical products, but has inverse effect to piracy and purchase of music-product downloads; Ruling-intensity from parents and peers has positively-correlated effect to the purchase of authentic and piratical musical products; Attachment intensity has positive correlation with the most recent purchase of music celebrity products.