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

규범인식과 불법다운로드 이용의향 간 관계 : 저작권법 태도와 콘텐츠 구매시 가격 중요성의 조절효과를 중심으로

  • Received : 2016.04.26
  • Accepted : 2016.06.01
  • Published : 2016.08.28

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

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