디지털콘텐츠 불법복제 지속행동 예측을 위한 통합적 접근: UTAUT를 중심으로

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.