개인의 문화적 성향과 사회규범이 불법 다운로드 의도에 미치는 영향 : 한국 대학생과 중국인 유학생 비교
Effects of Individuals' Cultural Inclination and Social Norms on the Intention to Illegally Download Digital Content : Comparison between Korean and Chinese College Students in Korea
0
조회
0
다운로드
17
인용
0
참고문헌
키워드
초록
이 연구는 한국 대학생과 중국 유학생들의 문화적 성향의 차이, 사회 규범, 불법 다운로드에 대한 위험 및 도덕적 책임에 대한 인식이 불법 다운로드 의도에 어떠한 영향을 미치는가를 살펴보았다. 주요 연구결과는 다음과 같다. 첫째, 개인의 문화적 성향에 따른 불법 다운로드 의도에는 한국과 중국 학생들 간에 유사성이 발견되었다. 즉 두 집단 모두에서 집단중심주의자, 상황주의자, 개인중심주의자 순으로 불법 다운로드할 의도가 높은 것으로 나타났다. 둘째, 개인의 문화적 성향이 불법 다운로드 의도에 미치는 영향을 보면, 한국과 중국 학생 집단 모두 개인중심주의자들보다는 집단중심주의자들이나 상황주의자들이 불법 다운로드할 의도가 높은 것으로 나타났다. 셋째, 한국 학생 집단에서는 명령적 규범의 유의미한 영향력은 발견되었지만 기술적 규범의 영향력은 발견되지 않았다. 중국 학생 집단은 반대의 경향을 보였는데, 명령적 규범의 영향력은 발견되지 않은 반면 기술적 규범의 영향력은 발견되었다. 넷째, 인지된 위험이 불법 다운로드 의도에 미치는 영향은 한국 학생 집단에서는 발견되지 않았지만, 중국 학생 집단에서는 발견되었다. 다섯째, 도덕적 책임의식이 불법 다운로드 의도에 미치는 영향은 한국 및 중국 학생 집단 모두에서 유의미한 것으로 나타났다.
Abstract
This study investigated how social norms, perceived risk, and moral obligation of Korean and Chinese college students affect their intention to illegally download content from the Internet, with a focus of individuals’ cultural orientation. The findings are as follows. First, there was a similarity between Korean and Chinese students in terms of their intention to illegally download content from the Internet, when cultural orientations of the two student groups were similar. Second, when the effect of cultural orientation on the illegal downloading intention was examined, it was found that collectivists and situationists had a higher level of intention to illegally download than individualists both among Korean and among Chinese students. Third, with respect to the effect of social norms on the illegal downloading intention, injunctive norm had a significant impact on the intention, among Korean students, whereas descriptive norm did not. In contrast, descriptive norm had a significant impact on the intention, whereas injunctive norm did not, among Chinese students. Fourth, a significant effect of perceived risk on the intention was found among Chinese students, but not among Korean students. Finally, the effect of moral obligation had a significant impact on the intention both among Korean and among Chinese students.
참고문헌 (55)
- 김왕석, "파일공유 서비스와 인터넷 음악 저작권의 인식에 대한 연구: 한국과 미국의 대학생들의 비교 연구를 중심으로", 한국언론학보, 49(1), pp.221~245 (2005), 한국언론학회
- 유소이, "스마트폰 애플리케이션 불법복제에 대한 소비자의 도덕적 판단과 불법복제의도 -전북지역 대학생을 중심으로 한 사례분석", 한국지역사회생활과학회지, 22(4), pp.655~668 (2011), 한국지역사회생활과학회
- "韓불법음원 다운로드 2위는 ‘오보’" (2010)[URL]
- "한국, 음원 불법다운로드 세계 2위" (2010)[URL]
- 장문정, "한국과 중국 대학생들의 온라인 콘텐츠 불법다운로드 행위의도에 관한 비교 연구", 한국언론학보, 54(3), pp.54~76 (2010), 한국언론학회
- "中, 저작물 무단 전송행위에 대한 행정처벌 강화", 저작권보호센터[URL]
- "中, '2013년 국가지식재산권전략 실시추진계획' 발표", 저작권보호센터[URL]
- 전진환, "대학생들의 S", W 불법복제 의도에 영향을 미치는 요인에 관한 연구, 2009, pp.19(2), 127~140[DOI]
- "中음원 불법다운로드 금지... 저작권 보호 움직임 ‘본격화’" (2012)[URL]
- 2012 저작권보호 연차보고서, "한국저작권단체연합회", 한국저작권단체연합회 저작권보호센터, ~ (2012)
- 2013 저작권보호 연차보고서, "한국저작권단체연합회", 한국저작권단체연합회 저작권보호센터, ~ (2013)
- "Constructing a TPB questionnaire: Conceptual and meterological considerations" (2002)[URL]
- Banergee, D., "Modeling IT ethics : A study in situational ethics", MIS Quarterly, 22(10), pp.31~60 (1998)
- Cenite, M., "More than just free content : motivations of peer-to-peer file sharers", Journal of Communication Inquiry, 33(3), pp.206~221 (2009)
- Chaman, J. A., "Personality, organizational culture, and cooperation : Evidence from a business simulation", Administrative Science Quarterly, 40, pp.423~443 (1995)
- Cho, H., "Theoretical intersections among social influences, beliefs, and intentions in the context of 3G mobile services in Singapore : Decomposing perceived critical mass and subjective norms", Journal of Communication, 61(2), pp.283~306 (2011)
- Christopher, R., "An empirical analysis of measurement equivalence with the INDCOL measure of individualism and collectivism : implications for valid cross-cultural inference", Personnel Psychology, 59(1), pp.65~99 (2006)
- Chung, E., "Value appeals on the internet : a comparative analysis of Chinese and American web automobile advertisements", Annual Conference of International Communication Association, pp.1~25 (2006)
- Conner, M., "Extending the theory of planned behavior; a review and avenues for further research", Journal of Applied Social Psychology, 28(15), pp.1429~1464 (1998)
- Cronan, T. P., "Factors that influence the intention to pirate software and media", Journal of Business Ethics, 78, pp.527~545 (2008)
- de Mooij, M., "Global marketing and advertising : Understanding cultural paradoxes" (1998), Sage
- Dowling, G. R., "A model of perceived risk and intended risk-handling activity", Journal of Comsumer Research, 21, pp.119~134 (1994)
- Frith, T. K., "Advertising and societies : Global issues" (2003), Peter Lang Press
- Hofstede, G., "Culture's consequences : International differences in work-related values" (1980), Sage
- "Digital Music Report 2012: Expanding Choice, Going Global" (2012)[URL]
- Katz, M., "Network externalities, competition, and compatibility", American Economic Review, 75(3), pp.424~440 (1985)
- Kinnally, W., "Getting up on the download : Collage students' motivations for acquiring music via the web", New Media & Society, 10(6), pp.893~913 (2008)
- Kurland, N., "Ethical intentions and the theories of reasoned action and planned behavior", Journal of Applied Social Psychology, 25(4), pp.297~313 (1995)
- Ko, H., "Cross-cultural differences in motivations and perceived interactivity : a comparative study of American and Korean internet users", Journal of Current Issues & Research in Advertising, 28(2), pp.93~104 (2006)
- Lapinski, M. K., "An explication of social norms", Communication Theory, 15(2), pp.127~147 (2005)
- Leonard, L., "Illegal, inappropriate, and unethical behavior in an information technology contexts : A study to explain influence", Journal of the Association for Information Systems, 1(12), pp.1~31 (2001)
- Markus, M. L., "Toward a critical mass theory of interactive media, In Organizations and communication technology", pp.194~218 (1990), Sage
- Okazaki, S., "A content analysis of multinationals’ web communication strategies : Cross-cultural research framework and pre-testing", Internet Research, 12, pp.380~390 (2002)
- Park, C., "A cross-cultural comparison of Internet buying behavior : Effects of Internet usage, perceived risk, and informativeness", International Marketing Review, 20(5), pp.534~553 (2003)
- Park, H. S., "Separating subjective norms, university descriptive and injunctive norms and US descriptive and injunctive norms for drinking behavior intentions", Health Communication, 24, pp.746~751 (2009)
- Park, H. S., "Distinctiveness and influence of subjective norms, personal descriptive and injunctive norm, and societal descriptive and injunctive norms on behavioral intent : A case of two behaviors and critical to organ donation", Human Communication Research, 33(2), pp.194~218 (2007)
- Park, N., "Intention to upload video content on the Internet : The role of social norms and ego-involvement", Computers in Human Behavior, 27(5), pp.1996~2004 (2011)
- Park, N., "Factors influencing intention to upload content on Wikipedia in South Korea : The effects of social norms and individual differences", Computers in Human Behavior, 28(3), pp.898~905 (2012)
- Perkins, H. W., "The emergence and evolution of the social norms approach to substance abuse prevention, In The social norms approach to preventing school and college age substance abuse", pp.3~17 (2003), Jossey-Bass
- Randall, D., "Ethical decision making in the medical profession : An application of the theory of planned behavior", Journal of Business Ethics, 10, pp.111~122 (1991)
- Rawlinson, D. R., "Cross-national attitudes and perceptions concerning software piracy : A comparative study of students from the United States and China", Journal of Education for Business, 83(2), pp.87~93 (2007)
- Rimal, R. N., "Understanding the influence of perceiving norms on behaviors", Communication Theory, 13, pp.184~203 (2003)
- Rozin, P., "The CAD triad hypothesis : a mapping between three moral emotions(contempt, anger, disgust)and three moral codes(community, autonomy, divinity)", Journal of Personality and Social Psychology, 76, pp.574~586 (1999)
- Schwartz, S., "A test of a model for reducing measured attitude-behavior discrepancies", Journal of Personality and Social Psychology, 42(2), pp.225~236 (1972)
- Tan, B., "Understanding consumer ethical decision making with respect to purchase of pirated software", Journal of Consumer Marketing, 19(2), pp.96~111 (2002)
- Taylor, S. A., "Intention to engage in digital piracy : A conceptual model and empirical test", Journal of Service Research, 11(3), pp.246~262 (2009)
- Triandis, H. C., "Individualism and collectivism" (1995), Westview Press
- Triandis, H. C., "Individualism-Collectivism and Personality", Journal of Personality, 69(6), pp.907~924 (2001)
- Triandis, H. C., "Converging measurement of horizontal and vertical individualism and collectivism", Journal of Personality and Social Psychology, 74, pp.118~128 (1998)
- Triandis, H. C., "Allocentric vs. idiocentric tendencies : Convergent and discriminant validation", Journal of Research in Personality, 19, pp.395~415 (1985)
- Triandis, H. C., "Multimethod probes of individualism and collectivism", Journal of Personality and Social Psychology, 59(5), pp.1006~1020 (1990)
- Wang, X., "Toward a detailed understanding of illegal digital downloading intentions : An extended theory of planned behavior approach", New Media & Society, 13(4), pp.663~677 (2010)
- Yu, H., "Cross-cultural comparison of interactivity and advertising appeals on antismoking web sites in the United States and South Korea", Internet Research, 18(5), pp.454~476 (2008)
- Zhang, Y., "Individualism or collectivism? cultural orientations in chinese TV commecials and analysis of some moderating factors", Journalism and Mass Communication Quarterly, 86(3), pp.630~653 (2009)
- Zhu, J. H., "Perceived characteristics, perceived needs, and perceived popularity : Adoption and use of the Internet in China", Communication Research, 29(4), pp.466~495 (2002)
