| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 98 === With the development of computer technology and widespread of internet, the firm problem goes more serious. Lots of users pirating in P2P network download movies. The piracy situation makes much influence not only on the rights of international oblige societies but also the growing of the intellectual properties in Taiwan.
According to the American 2009 special 301 list, Asian countries are notorious as the world’s worst violators of intellectual property rights. It is noteworthy that China is still on the special 301 list, but Taiwan out of this year. The two area of the piracy attitude is differentiated.
A movie intrinsically consists of creativity, but piracy problem is very serious to encroach on the film value. The difference with past, user’s piracy behavior in P2P model are not only downloading, but also sharing. The main purpose of this research is to analyze the behavioral difference on download movie file in Taiwan and China. This study proposes a model based on the Theory of Planned Behavior to understand what factor affect intention toward download movie file.
As college Students are primary users and using 308 samples collected in a website through internet questionnaire and SEM to discuss the behavior model of using P2P file exchanging film. It found that Taiwanese has more positive attitude toward pirate, he (she) will be more likely to download or copy film. But Subjective norm are the key factors of Intention in Chinese. Finally, except to offer suitable suggestions to the firm industry.
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