非法音樂檔案下載意圖之研究：消費價值觀點之分析

Intention to Download Illegal Music Files: An Analysis from Consumption Value Perspective

透過點對點（P2P）平台下載非法mp3音樂檔被視為是不道德的行為，對音樂產業造成很大的傷害。儘管政府嚴格取締，已經促使部分P2P轉型合法化，但是下載未授權mp3檔案仍時有所聞。過去的研究觀點都忽視大多數下載mp3族群的基本目的仍然是「消費」音樂。網路音樂下載行為可被視為一種消費選擇行為，消費者的決策受其消費音樂後所得到之價值影響。據此，本研究擬以消費價值理論作為基礎來瞭解音樂下載行為。本研究蒐集525份問卷，並以LISREL檢驗模型，發現經濟、情緒與嚐鮮價值是音樂下載意圖的主要影響因素，且三者的影響程度不分軒輊；此外，經濟價值也是其他消費價值的重要中介變項。

Downloading unauthorized music file is deemed not only illegal, but also unethical, but the peer-to-peer (P2P) systems have boosted its popularity and have become the killer application for the music industry. Increasing acts of law clampdown by government, though, has forced some P2P platforms turned into a legal business models, unauthorized downloading of music is still very popular till now. Music download can be interpreted as a value maximizing behavior that chooses between the values from consuming illicit and legitimate music. This paper presents a conceptual model of music download by looking at the above seldom noticed perspectives. An analysis of 525 samples drew from a survey of P2P users in Taiwan reveals that people are maximizing value while downloading music; and emotional value, epistemic value, and economic value are primary antecedents of behavioral intention to download music; the economic value is also a mediator between other values and behavioral intention to download music.