Browse > Article
http://dx.doi.org/10.5392/JKCA.2016.16.08.097

The Relationship between Social Norm and Intention to Use Illegal Download : Focused on Moderating Effects of Attitude to Copyright Law and Perceived Price Importance  

Kim, Dong-Tae (한국기술교육대학교 산업경영학부)
Publication Information
The Journal of the Korea Contents Association / v.16, no.8, 2016 , pp. 97-106 More about this Journal
Abstract
The results of advanced studies which handled the relationship between social norm and intention to use illegal download don't match exactly. This study determined that the reason why the results of advanced studies are confused is, that moderator variables play important roles. For this reason, this study planned to test for significance of moderators consisting of attitude to copyright law(A) and perceived price importance at time of purchase(B). To achieve this, the present study divide social norm into two norms(subjective norm and group norm) and set up hypotheses on the moderating effects of two variables(A, B) between these two norms and intention to use the illegal download. The results show that all but one hypotheses are accepted. The other moderating effect hypothesis which is consist of subjective norm and attitude toward copyright law is rejected. This means that the effect of group norm on intention to use illegal download is moderated by attitude to copyright law. Also, this result means the effects of group/subjective norm on intention to use illegal download is moderated by the perceived price importance at time of purchase.
Keywords
Social Norm; Subjective Norm; Group Norm; Copyright Law; Illegal Download;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 D J. Terry, M. A. Hogg, and K. M. White, "The theory of planned behaviour: Self-identity, social identity, and group norms," British Journal of Social Psychology, Vol.38, No.3, pp.225-244, 1999.   DOI
2 D. J. O'Keefe, Persuasion theory and research(2nd ed), Thousand Oaks, CA.Sage Publications, Inc. 2002.
3 M. K. Lapinski and R. N. Rimal, "An explication of social norms," Communication Theory, Vol.15, No.2, pp.127-147, 2005.   DOI
4 R. N. Rimal and K. Real, "Understanding the influence of perceiving norms on behaviors," Communication Theory, Vol.13, No.2, pp.184-203, 2003.   DOI
5 김종기, 전진환, "사회유대가 소프트웨어 불법복제에 미치는 영향에 관한 탐색적 연구," 인터넷전자상거래 연구, 제7권, 제4호, pp.45-68, 2007.
6 김상훈, 황유동, 박현정, "영화파일의 불법 다운 로드를 결정하는 요인에 대한 연구," 한국경영학회, 한국경영학회 통합학술발표논문집, pp.1-28, 2008.
7 조성수, 최성진, 이영주, "온라인에서의 지상파방송 동영상콘텐츠 지불의사에 영향을 미치는 요인: 저작권 인식, 콘텐츠 특성, 플랫폼 특성을 중심으로," 한국콘텐츠학회논문지, 제13권, 제8호, pp.348-359, 2013.
8 이성식, "청소년의 온라인 저작물 불법다운로드 행위에 있어 낮은 자기통제력과 사회학습요인들의 영향 및 상호작용효과," 청소년학연구, 제18권, 제10호, pp.123-142, 2011.
9 황혜선, 이경희, 김기옥, "한국과 일본 소비자의 디지털문화콘텐츠의 저작권인식과 소비의도," 소비자학연구, 제24권, 제1호, pp.273-296, 2013.
10 김동태, 김문섭, "가격할인에 대한 지각된 공정성과 재 구매의도에 관한 연구- 기존 구매자의 인지적, 감정적 반응을 중심으로," 소비자학연구, 제21권, 제3호, pp.1-27, 2010.
11 L. T. Hu and P. M. Bentler, "Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives," Structural Equation Modeling, Vol.6, No.1, pp.1-55, 1999.   DOI
12 J. C. Anderson and D. G. Gerbing, "Structural equation modeling in practice: a review and recommended two-step approach," Psychological Bulletin, Vol.103, No.3, pp.411-423, 1988.   DOI
13 J. Cohen and P. Cohen, Applied multiple correlation/regression for the behavioral sciences(revised edition), Hillsdale, NJ: Lawrence Erlbaum Associates, 1983.
14 L. S. Aiken and S. G. West, "Multiple regression: testing and interpreting interaction," CA: Sage, pp.49-61, 1991.
15 T. P. Cronan and S. Al-Rafee, "Factors that influence the intention to pirate software and media," Journal of Business Ethics, Vol.78, pp.527-545, 2008.   DOI
16 한국저작권단체연합회 저작권보호센터, 2014 저작권보호 연차보고서, 2014.
17 S. A. Taylor, C. Ishida, and D. W. Wallace, "Intention to engage in digital piracy: A conceptual model and empirical test," Journal of Service Research, Vol.11, No.3, pp.246-262, 2009.   DOI
18 X. Wang and S. R. McClung, "Toward a detailed understanding of illegal digital downloading intentions: An extended theory of planned behavior approach," New Media and Society, Vol.13, No.4, pp.663-677, 2010.   DOI
19 전진환, 김종기, "대학생들의 S/W 불법복제 의도에 영향을 미치는 요인에 관한 연구," 정보보호학회논문지, 제19권, 제2호, pp.127-140, 2009.
20 장문정, 우형진, "한국과 중국 대학생들의 온라인콘텐츠 불법다운로드 행위의도에 관한 비교 연구," 한국언론학보, 제54권, 제3호, pp.54-77, 2010.
21 오현숙, 박남기, 강내원, "개인의 문화적 성향과 사회규범이 불법다운로드 의도에 미치는 영향," 언론과학연구, 제13권, 제4호, pp.343-378, 2013.
22 차동필, "폭음행위 이해: 계획행동 이론의 적용과 확장," 한국언론학보, 제49권, 제3호, pp.346-390, 2005.
23 이혜경, 김희완, "영상 컨텐츠 불법 복제에 관한 사용자 의식 수준," 한국콘텐츠학회논문지, 제9권, 제11호, pp.212-224, 2009.   DOI
24 M. Fishbein and I. Ajzen, "Belief, attitude, intention, and behavior: An introduction to theory and research," Reading, MA: Addison-Wesley, 1975.
25 양윤, 소비자 심리학, 2판, 학지사, 2014.
26 H. A. Hausenblas, A. V. Carron, and D. E. Mack, "Application of the theories of reasoned action and planned behaviour to exercise behaviour: A Meta-analysis," Journal of Sport and Exercise Psychology, Vol.19, pp.36-51, 1997.   DOI
27 C. J. Armitage and M. Connr "Efficacy of the theory of planned behaviour: A meta-analytic review," British Journal of Social Psychology, Vol.40, pp.471-499, 2001.   DOI
28 A. Rivis and P. Sheeran, "Social influences and the theory of planned behaviour: Evidence for a direct relationship between prototypes and young people's exercise behaviour," Psychology and Health, Vol.18, No.5, pp.567-583, 2003.   DOI
29 D J. Terry and M. A. Hogg, "Group norms and the attitude-behaviour relationship: A role for group identification," Personality and Social Psychology Bulletin, Vol.22, No.8, pp.776-793, 1996.   DOI