To Pay or Not to Pay? A Study on the Relations among Copyright Perceptions; Personality Traits, and Consuming Behaviors of Online Music Services

• Main Authors: Hao-Cheng Chien, 簡浩正
• Other Authors: Amy Hsu-Chung Chu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/26205624027228845697

碩士 === 玄奘大學 === 資訊傳播研究所 === 96 === This study intended to explore the relations among the perceptions of copyright; personality traits, and the consumptions of online popular music. Factors examined included: 1) demographic variables, e.g., sex, age, disposable income/allowance, academic discipline, and housing status; 2) personality traits, e.g., fashion preference, ethical decision making, and conscientiousness; 3) consuming behaviors of Internet popular music, e.g., experience of music websites usage, download frequency, and time spent on music websites, and 4) copyright perceptions, e.g., understanding of basic knowledge, differences between the rights of reproduction and public transmission, and legal risks. A paper-questionnaire survey was implemented in three universities in Northern Taiwan, and a total of 496 questionnaires were collected from university students who have had used legal websites to purchase music. The SPSS version 12.0 was utilized, and Pearson correlation coefficient; independent-samples t-tests, and one-way ANOVA were conducted for data analyses. The finding indicates that those who are older and have more disposable incomes tend to use legal websites to buy music products. Furthermore, those who show higher levels of fashion preference and those who have better perceptions of copyright-related knowledge demonstrate higher frequencies of using legal Internet music services. Those who have better perceptions of copyright also tend to have lower frequencies of using websites for free music. This study was an attempt in hope for illuminating future research on factors influencing Internet music consumptions, as well as providing a useful reference for marketing strategies of Internet music industry.