A Study on the Effect of the Involvement and Affect Intensity on the Purchase Intention of the Online Music Source : Focusing on the Plagiarism Suspicion
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초록
This study is intend to examine how the consumers' purchase intention on online music source which are the representative goods of the music industry is influenced according to the involvement and affect intensity. The music industry has emerged that several problems during the growing online music source center. Especially the change of the purchase intention following the plagiarism suspicion of the music goods to buy was measured intensively. For this propose, this study set consumer characteristics like the involvement and affect intensity were independent variable, purchase intention was dependent variable. In addition, it set flow to music was mediating variable and plagiarism suspicion was moderating variable to measure. As a result, higher level of the involvement, higher level of flow to the music. Affect intensity hypotheses is not valued. The plagiarism suspicion appeared to have the moderating effect to the flow and purchase intention(involvement → flow → purchase intention). The standard and tool to apprehend how the music goods purchase intention changes and to judge exactly whether they were plagiarized for the development of the music industry should be arranged through this study result.
Abstract
This study is intend to examine how the consumers' purchase intention on online music source which are the representative goods of the music industry is influenced according to the involvement and affect intensity. The music industry has emerged that several problems during the growing online music source center. Especially the change of the purchase intention following the plagiarism suspicion of the music goods to buy was measured intensively. For this propose, this study set consumer characteristics like the involvement and affect intensity were independent variable, purchase intention was dependent variable. In addition, it set flow to music was mediating variable and plagiarism suspicion was moderating variable to measure. As a result, higher level of the involvement, higher level of flow to the music. Affect intensity hypotheses is not valued. The plagiarism suspicion appeared to have the moderating effect to the flow and purchase intention(involvement → flow → purchase intention). The standard and tool to apprehend how the music goods purchase intention changes and to judge exactly whether they were plagiarized for the development of the music industry should be arranged through this study result.
참고문헌 (14)
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