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Antecedent Factors to Intention of Downloading the Unauthorized Music Files |
YU Hong-Yan, ZHENG Shao-Cheng, HUANG Qi-Wen |
1.Jilin University, Changchun, China; 2.College of Business, Chinese Culture University, Taibei, China;3.Institute of Management, National Central University, Taoyuan, Taiwan, China |
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Abstract Our research takes idolatry as modulating variable to explore the relationship between moral intensity, perceived risk and music piracy intention. The following are key findings: (i)The relationship of consumer moral intensity and the intention of downloading unauthorized music is not significantly; (ii)Perceived risk has significant effect on the intention of downloading the unauthorized music files; (iii)The moderating effect is partial significantly to the relationship among moral intensity, perceived risk and the music piracy intention.
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Received: 15 February 2008
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