Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 6, pp.1813-1832
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2016
Received 09 Mar 2016 Revised 04 Jun 2016 Accepted 15 Aug 2016
DOI: https://doi.org/10.17287/kmr.2016.45.6.1813

디지털콘텐츠 불법복제 지속행동 예측을 위한 통합적 접근: UTAUT를 중심으로

박경자* ; 유일**
*(주저자) 순천대학교 중소기업경영연구소, 연구교수 kjpark@scnu.ac.kr
**(교신저자) 순천대학교 경영학과, 교수 iryu@scnu.ac.kr
An Integrated Approach to Prediction of Digital Piracy Behavior: Based on the UTAUT
Kyoung-Ja Park* ; Il Ryu**
*Research Institute of Small Business Management, Sunchon National University, First Author
**Dept. of Business Administration, Sunchon National University, Corresponding Author

초록

본 연구에서는 온라인상의 불법복제 지속의도를 예측하기 위하여 Venkatesh et al.(2003)의 Unified Theory of Acceptance and Use of Technology(UTAUT)모형을 기반으로 관련문헌과 선행연구에서 제시한 주요 개념들의 관계를 구조화하여 실증하였다. 선행연구를 토대로 본 연구목적에 맞게 측정항목들을 구성하였으며, 모든 항목은 7점 리커트 척도를 이용하였다. 설문에는 총 305명이 참여하였으며, 이 중 불성실하게 응답한 32명을 제외한 305명의 응답을 최종분석에 사용하였다. 수집된 자료는 SPSS 18.0과 AMOS 20.0을 이용하여 분석하였다. 그 결과, 불법복제를 통해 기대되는 금전적 성과와 사회적 성과가 클수록 불법복제 지속의도가 강하게 나타났으며, 기술적 노력과 법적 노력이 크게 지각될수록 약화되는 것으로 확인되었다. 또한 불법복제에 대해 준거집단이나 주변사람들이 묵인하고 동의한다고 지각할수록 불법복제 지속의도가 강하며, 불법복제에 필요한 환경이나 자원 등의 촉진조건도 지속의도에 긍정적인 영향을 미치는 것으로 나타났다. 특히 사회적 영향은 불법복제 지속의도의 결정요인으로 확인되었으며, 이러한 결과를 바탕으로 학술적․실무적 함의를 도출하였다. 본 연구는 불법복제 현상에 관한 기술적 논의나 특정 이론중심의 적용을 넘어, 보다 통합적인 관점에서 온라인상의 불법복제행동을 높은 설명력으로 예측하고 있다는 데 의의가 있다.

Abstract

This study provides a structuralized approach to predict the intent to keep making online illegal reproduction, reflecting major concepts proposed by relevant literature and previous studies, based on the “Unified theory of acceptance and use of technology(UTAUT)” model in Venkatesh et al.(2003). All items were adapted from previous literature and revised as appropriate the purpose of this study and measured on a 7-point likert scale with answer choices ranging from “strongly disagree” (1) to (7) “strongly agree.” Totally, 300 respondents participated in the survey. Out of the 276 respondents, incomplete or invalid 24 were discarded. With them, SPSS 18.0 and AMOS 20.0 for structural equation modeling were used for the analysis. The findings shows that the intent to keep making illegal reproduction is strong when there are bigger financial benefits and higher social achievement. On the other hand, the intent is weakened when there is greater awareness of technical efforts and legal sanctions. In addition, the intent to keep making illegal reproduction is strengthened when people recognize that the reference group or surrounding people overlook or agree with illegal reproduction. Furthermore, facilitating conditions such as environment and resources necessary for illegal reproduction have positive effects on the intent. Particularly, it is confirmed that social influence is a determinant of the intent to keep illegal reproduction. This study draws academic and practical implications from the findings. It is important to know that this study expect high explanatory power for online illegal reproduction behaviors from more integrated point of view, beyond technical discussions and the application to a certain theory in order to identify the status of illegal reproduction.

Keywords:

Digital Contents, Piracy, UTAUT

키워드:

디지털콘텐츠, 불법복제, 통합적 접근

Acknowledgments

이 논문은 2015년 순천대학교 학술연구비 공모과제로 연구되었음

References

  • 곽원일·최원일(2008), “디지털 저작물의 불법복제행동에 영향을 미치는 요인에 관한 탐색경영학연구 연구,” 통상정보연구통상정보연구, 10(4), 47-62.
  • 김광용(2004), “윤리적 의사결정 관점의 소프트웨어 불법복제에 관한 연구,” 정보화정책, 11(4), 48-86.
  • 김중한(2013), “소프트웨어 불법복제 의도에 미치는 영향요인에 관한 연구,” 한국IT서비스학회, 12(2), 131-152.
  • 박경자(2015), “디지털콘텐츠 불법복제의 상대적 편익과 비용이 불법복제 태도 및 행동에 미치는 영향,” 한국콘텐츠학회논문지, 15(7), 489-499.
  • 박현정·김상훈(2011), “영화파일의 불법 다운로드를 결정하는 요인에 대한 연구,” 소비문화연구, 14(4), 1-20.
  • 신동명·김보영(2014), “한국 음악콘텐츠 서비스의 가격 전략,” KBR, 18(1), 49-76.
  • 오종철(2010), “인터넷 서비스 수용의 영향요인: UTAUT모형에 대한 재평가,” 경영학연구, 39(1), 55-79.
  • 오현숙·박남기·강내원(2013), “개인의 문화적 성향과 사회규범이 불법 다운로드의도에 미치는 영향: 한국 대학생과 중국인 유학생 비교,” 언론과학연구, 13 (4), 343-378.
  • 이혜경·김희완(2009), “영상 콘텐츠 불법 복제에 관한 사용자 의식 수준,” 한국콘텐츠학회논문지, 9(11), 212-224.
  • 전진환·김종기(2009), “대학생들의 S/W 불법복제 의도에 영향을 미치는 요인에 관한 연구,” 정보보호학회논문지, 19(2), 127-140.
  • 하동철(2014), 디지털콘텐츠저작권, 커뮤니케이션북스, 2014.
  • 한국저작권위원회, http://www.copyright.or.kr
  • Ajzen, I.(1991), “The Theory of Planned Behavior,” Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Al-Rafee, S., and T. P. Cronan(2006), “Digital Piracy: Factors that Influence Attitude toward Behavior,” Journal of Business Ethics, 63(3), 237-259. [https://doi.org/10.1007/s10551-005-1902-9]
  • Amoroso, D., P. Dembla, H. Wang, M. Greiner, and P. Lin(2008), “Understanding Music Sharing Behavior in China: Development of an Instrument,” AMCIS 2008 Proceedings, Paper 38. (http://aisel.aisnet.org/amcis2008/38, )
  • Chen, Y. C., R. A. Shang, and A. K. Lin(2008), “The Intention to Download Music Files in a P2P Environment: Consumption Value, Fashion, and Ethical Decision Perspectives,” Electronic Commerce Research and Applications, 7(4), 411-422. [https://doi.org/10.1016/j.elerap.2008.02.001]
  • Chiang, E., and D. Assane(2002), “Software Copyright Infringement among College Students,” Applied Economics, 32(2), 157-166. [https://doi.org/10.1080/000368400110034253]
  • Compeau, D. R., and C. A. Higgins(1995), “Computer Self-Efficacy: Development of a Measure and Initial Test,” MIS Quarterly, 19(2), 189-211. [https://doi.org/10.2307/249688]
  • Cronan, T. P., and S. Al-Rafee(2008), “Factors that Influence the Intention to Pirate Software and Media,” Journal of Business Ethics, 78 (4), 527-545. [https://doi.org/10.1007/s10551-007-9366-8]
  • D’Astous, A., F. Colbert, and D. Montpetit(2005), “Music Piracy on the Web - How Effective are Anti-Piracy Arguments? Evidence from the Theory of Planned Behaviour,” Journal of Consumer Policy, 28(3), 289-310. [https://doi.org/10.1007/s10603-005-8489-5]
  • Davis, F. D.(1989), “Perceived Usefulness, Perceived Ease of Use, and End User Acceptance of Information Technology,” MIS Quarterly, 13(3), 319-340. [https://doi.org/10.2307/249008]
  • Davis, F. D., R. P. Bagozzi, and P. R. Warshaw (1992), “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace,” Journal of Applied Social Psychoiogy, 22(14), 1111-1132. [https://doi.org/10.1111/j.1559-1816.1992.tb00945.x]
  • Fishbein, M., and I. Ajzen(1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley.
  • Fornell, C., and D. Larcker(1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Errors,” Journal of Marketing Research, 18(1), 39-50. [https://doi.org/10.1177/002224378101800104]
  • Gayer, A., and O. Shy(2003), “Internet and Peer-to-Peer Distributions in Markets for Digital Products,” Economics Letters, 81(2), 197-203. [https://doi.org/10.1016/S0165-1765(03)00170-8]
  • Glass, R. S., and W. A. Wood(1996), “Situational Determinants of Software Piracy: 27 An Equity Theory Perspective,” Journal of Business Ethics, 15(11), 1189-1198. [https://doi.org/10.1007/BF00412817]
  • Gopal, R. D., G. L. Sanders, S. B. Bhattacharjee, M. Agrawal, and S. C. Wagner(2004), “A Behavioral Model of Digital Music Piracy,” Journal of Organizational Computing and Electronic Commerce, 14(2), 89-105. [https://doi.org/10.1207/s15327744joce1402_01]
  • Hair, J. F., W. Black, R. E. Anderson, and R. L. Tatham(2006), Multivariate Data Analysis, Upper Saddle River, NJ: Pearson Prentice Hall.
  • Harrington, S. J.(1996), “The Effect of Codes of Ethics and Personal Denial of Responsibility on Computer Abuse Judgements and Intentions,” MIS Quarterly, 20(3), 257-278. [https://doi.org/10.2307/249656]
  • Hennig-Thurau, T., V. Henning, and H. Sattler (2007), “Consumer File Sharing of Motion Pictures,” Journal of Marketing, 71(4), 1-18. [https://doi.org/10.1509/jmkg.71.4.1]
  • Higgins, G. E., B. D. Fell, and A. L. Wilson(2006), “Digital Piracy: Assessing the Contributions of an Integrated Self-control Theory and Social Learning Theory Using Structural Equation Modeling Criminal Justice Studies: A Critical Journal of Crime,” Law & Society, 19(1), 3-22. [https://doi.org/10.1080/14786010600615934]
  • Huang, C. Y.(2005), “File Sharing as a Form of Music Consumption,” International Journal of Electronic Commerce, 9(4), 37-55. [https://doi.org/10.1080/10864415.2003.11044343]
  • Limayem, M., M. Khalifa, and W. W. Chin(2004), “Factors Motivating Software Piracy: A Longitudinal Study,” IEEE Transactions on Engineering Management, 51(4), 414-425. [https://doi.org/10.1109/TEM.2004.835087]
  • Lin, H-N., and Y. P. Liu(2010), “Predicting the Use of Pirated Software: A Contingency Model Integrating Perceived Risk with the Theory of Planned Behavior,” Journal of Business Ethics, 91(2), 237-252. [https://doi.org/10.1007/s10551-009-0081-5]
  • Loch, K. D., and A. M. Conger(1996), “Evaluating Ethical Decision Making and Computer Use,” Communications of ACM, 39(7), 74-83. [https://doi.org/10.1145/233977.233999]
  • Moore, G. C., and I. Benbasat(1991), “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation,” Information Systems Research, 2(3), 192-222. [https://doi.org/10.1287/isre.2.3.192]
  • Podsakoff, P. M., S. B. Mackenzie, L. Jeong-Yeon, and N. P. Podsakoff(2003), “Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies,” Journal of Applied Psychology, 88(5), 879-903. [https://doi.org/10.1037/0021-9010.88.5.879]
  • Peace, A. G., D. F. Galletta, and J. Y. L. Thong (2003), “Software Piracy in the Work place： A Model and Empirical Test,” Journal of Management Information Systems, 20(1), 153-177. [https://doi.org/10.1080/07421222.2003.11045759]
  • Rochelandet, F., and F. Le Guel(2005), “P2P Music Sharing Networks: Why the Legal Fight against Copiers may be Inefficient,” Review of Economic Research on Copyright Issues, 2(2), 69-82. [https://doi.org/10.2139/ssrn.810124]
  • Shim, J. P., and G. S. Taylor(1989), “Practising Managers' Perceptions/Attitudes towards Illegal Software Copying,” OR/MS Today, 16(4), 30-33.
  • Silver, E(2002), Deterrence and Rational Choice Theories, Pennsylvania State.
  • Simpson, P. M., D. Banerjee, and C. L. Simpson (1996), “Soft Lifting: A Model of Motivating Factors,” Journal of Business Ethics, 13(6), 431-438. [https://doi.org/10.1007/BF00881451]
  • Sinha, R. K., and N. Mandel(2008), “Preventing Digital Music Piracy: The Carrot or the Stick,” Journal of Marketing, 72(1), 1-15. [https://doi.org/10.1509/jmkg.72.1.1]
  • Taylor, S., and P. A. Todd(1995), “Understanding Information Technology Usage: A Test of Competing Models,” Information Systems Research, 6(4), 144-176. [https://doi.org/10.1287/isre.6.2.144]
  • Thompson, R. L., C. A. Higgins, and J. M. Howell (1991), “Personal Computing: Toward a Conceptual Model of Utilization,” MIS Quarterly, 15(1), 124-143. [https://doi.org/10.2307/249443]
  • Triandis, H. C.(1980), Values, Attitudes and Interpersonal Behavior, In H. E. Howe, Jr. (Ed.), Nebraska symposium on motivation: 1979 (27, 195-259).
  • Venkatesh, V., and F. D. Davis(2000), “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies,” Management Science, 45(2), 186-204. [https://doi.org/10.1287/mnsc.46.2.186.11926]
  • Venkatesh, V., M. G. Morris, G. B. Davis, and F. D. Davis(2003), “User Acceptance of Information Technology: Toward a Unified View,” MIS Quarterly, 27(3), 425-478. [https://doi.org/10.2307/30036540]
  • Wagner, S. C., and G. L. Sanders(2001), “Considerations in Ethical Decision Making and Software Piracy,” Journal of Business Ethics, 29(1), 161-170. [https://doi.org/10.1023/A:1006415514200]

∙저자 박경자는 전남대학교에서 전자상거래 전공으로 석·박사학위를 취득하였고, 현재 순천대학교 중소기업경영연구소에서 연구교수로 재직 중이다. 주요 연구분야는 정보시스템관리, e-비즈니스, 온라인소비자행동 등이며, 최근에는 컨버전스와 디버전스(Divergence), 디지털콘텐츠 불법복제 및 공유행동에 관심을 갖고 있다.

∙저자 유일은 현재 순천대학교 경영학과 교수로 재직 중이다. 전남대학교 경영학과를 졸업하였으며, 한국외국어대학교에서 경영학석사, 전남대학교에서 경영학박사 학위를 취득하였다. 주요 연구분야는 e-비즈니스, 기업의 IT전략, 의사결정지원시스템, 온라인소비자행동 등이다.