The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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A Study on Effects of Relative Benefits and Costs of Piracy of Digital Contents on Attitudes and Behaviors of Illegal Duplication

디지털콘텐츠 불법복제의 상대적 편익과 비용이 불법복제태도 및 행동에 미치는 영향

  • Received : 2015.03.17
  • Accepted : 2015.05.31
  • Published : 2015.07.28
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Abstract

The purpose of this study is to identify factors affecting piracy of online digital contents, focusing on relative awareness of illegal duplications, compared to legal duplication. To do this, the current study integrates factors proposed in existing literature and the previous studies based on the theory of planned behavior and accesses them from cost-benefit point of view. Main findings are summarized as followed;- First, with regard to relative benefits gained by illegal duplication, it is shown that monetary and psychological utility have positive effects on attitudes and behaviors of illegal duplication. Particularly, it is found that monetary incentive is the main cause of illegal duplication as monetary gains are major factors affecting illegal duplication behaviors. Second, it is suggested that ethical cost is a definitive factor that has negative effects on illegal duplication behaviors while technological cost has also significant effects on illegal duplication behaviors. Third, it is confirmed that there is a significant relationship between attitudes and behaviors of illegal duplication. This result shows that an attitude to illegal duplication is antecedent of behaviors as the belief and the value regarding illegal duplication can lead actual behaviors.

본 연구의 목적은 합법복제와 비교한 불법복제에 대한 상대적인 인식을 중심으로, 온라인 디지털콘텐츠 불법복제의 영향요인을 규명하는 데 있다. 이를 위해 기존 문헌과 행동예측이론 기반의 선행연구들에서 주요하게 제시되었던 요인들을 통합하여 비용-편익관점에서 접근하였다. 주요 결과는 다음과 같이 요약할 수 있다. 첫째, 합법복제에 비해 불법복제를 통해 얻을 수 있는 상대적 이익에 관한 결과로, 금전적 효용과 심리적 효용은 불법복제에 대한 태도 및 행동에 긍정적인 영향을 미치는 것으로 나타났다. 특히 금전적 효용은 불법복제행동의 주요 요인으로 나타나 불법복제를 행하는 이유가 금전적인 이유에 있음을 보여준다. 둘째, 불법복제의 상대적 손실요인 중 도덕적 비용은 불법복제태도에 부정적인 영향을 미치는 결정 요인으로 확인되었으며, 기술적 비용은 불법복제행동에 유의한 영향을 미치는 것으로 나타났다. 셋째, 불법복제에 대한 태도와 복제행동은 밀접한 영향관계임이 확인되었다. 이는 태도가 의도를 매개하지 않고도 행동을 이끄는 선행요인이 될 수 있음을 보여주는 결과라 하겠다.

Keywords

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