Toward a Framework for Identifying Attitudes and Intentions to Music Acquisition from Legal and Illegal Channels
通过对英国和希腊511名大学生的问卷调查，用结构方程模型分析影响消费者从合法和非法渠道获取音乐的态度和意图的因素，发现偶像崇拜、音乐质量感知、惩罚可能性等对合法渠道有影响，而盗版感知收益影响非法渠道。
ABSTRACT Technological developments have had a profound effect on modern music acquisition, allowing people to share music over the Internet for free. The research identifies the antecedents of consumers’ attitudes and intentions to acquire music from various channels. The paper reports findings of a structured questionnaire survey of university students in the United Kingdom and Greece ( n = 511). Using structural equation modeling, the authors conclude that consumers’ intention to acquire music via a legal channel is influenced by idolatry (IDL), the perceived quality of music (PQM), the perceived likelihood of punishment (PLP; digital legal channel only), and their subjective norm. On the other hand, intention to acquire music via an illegal channel is influenced by the perceived benefits of piracy. The price of legitimate music was only significant for the illegal street vendor channel, whereas IDL had a positive effect on illegal downloading. Gender had moderating effects on PLP and attitude, and income‐moderated attitude and intention from P2P platforms. The findings carry important implications for academic researchers, practitioners, and policymakers.