TPB, TIB 및 중화기술의 통합적 모형에 의한 디지털 영상물 불법복제 의도에 관한 연구

Abstract

Despite of continuous efforts to crack down on piracy using penalties and regulations, this unauthorized piracy market is still enormous. Since the moral hazard about this phenomenon is pervasive and continually upsets the major intellectual property markets, an alternative plan is required. The purpose of this study is to provide an objective insight for factors that affect people's digital video piracy behavior. The following two research propositions were the focus: what psychological factors affect piracy behavior and how are these factors related to one another? In order to accomplish the research aims, we reviewed literatures on the current state of piracy in South Korea, characteristics of digital contents, studies on criminal psychology and behavioral theories. Previous research in the fields of criminal theory indicated that neutralization, a form of rationalization, would help explain digital piracy intentions. Thus, this study developed a model that explains effects of neutralization techniques and tested the possibility of an integrated model with other behavioral theory such as TPB and TIB. Empirical results of the study(368 sample collected) showed that all the factors in TPB including Attitude to Piracy(+), Subjective Norm(-), Perceived Behavioral Control(+) had a significant impact on Piracy Intention. Moreover, two neutralization techniques, Condemn the Condemners(+) and Appeal to Higher Loyalties(+), had a significant effect on Piracy Intention. In addition, Past Behavior had strong impacts on Attitude(+), Perceived Behavioral Control(+) and Piracy Intention(+). In terms of Expected Profit, it had an impact on Attitude to Piracy positively. These findings suggest implications for protecting the current intellectual property markets, with many stakeholders in movies and media industries. There are some limitations as followed: first, the study did not consider other neutralization techniques, low level of deterrence and the other expected results despite the possibility of their effects. Second, the study needs improvements through longitudinal research because the cross-sectional research could not rule out the alternative explanations.