今日人們對於娛樂的需求愈多以透過資訊科技來滿足，例如線上遊戲、MP3、線上電視、電影等，這些需求的成長也伴隨著盜版的動機及行為的增加。本研究旨在探討經由網路下載未授權(非法)電影的認知及決策模式，並詴圖加入情緒的影響，瞭解一般大學生願意或不願意下載的行為意圖。
本研究的研究模式根基於社會認知理論的三角互動關係及其核心概念─自我效能，並藉由文獻的探討，發展出本研究的問卷。問卷中，量測一般大學生對於經由網路下載非法電影此行為的社會認知、個人信念等，並杜撰一電影的文案及海報，以求受測中融入情境，及其與行為意圖的影響。
研究結果發現，根基於社會認知理論的研究模式可以解釋一般大學生對非法下載的意圖的動機及決策的細節，並驗證情緒對於決策歷程中具有影響。因此本研究建議在盜版相關的學術研究應深入探討非理性行為的因素；實務上則建議不應只是單方面採用「罪」的觀點來防堵盜版行為，而更該深入盜版行為的動機。

In recent years, people using information technology more to meet their demand for entertainment. For example, on-line game, MP3, on-line TV, movies and so on, which are belong such technology. The increasing of this demand is accompanied the growth of motivation and behavior of piracy. This study focused on recognize and decision pattern of behavior that downloading unauthorized movies, and tried to join the emotion impact, and, understanding college students’ intention of downloading.
The research model of this study based on triangle interaction from Social Cognitive Theory (SCT) and its core ─ Self-efficacy, and developing questionnaire from literature review. The questionnaire measuring the social cognize and personal belief about the behavior which downloading unauthorized movies, and make up an movie with text and post, in order to engagement into the situation, and measuring the impact of intention.
The results showed that the research model based on SCT will explain the detail of motivations and decision making about the intention to illegal downloading of common college students, and verified that emotion have the impact in decision making process. According to result, we recommend the irrational factor to research about piracy. For practice, we recommend the preventive of piracy will not only by viewpoint of “crime” but also by investigate the motivation of piracy.

第一章 ... 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 4
第三節 研究流程 6
第二章 ... 文獻探討 8
第一節 理性行為模式、計畫行為理論與議題情境模式 8
第二節 社會認知理論、自我效能及相關研究 11
第三節 臺灣的盜版研究 13
第四節 研究模式與假說 14
第三章 ... 研究方法 19
第一節 研究對象及資料蒐集 19
第二節 研究構念定義及問卷設計 20
第三節 資料分析方法及工具 23
第四章 ... 資料分析 26
第一節 資料處理與基本資料分析 26
第二節 信度及效度分析 29
第三節 研究模式與假說檢定 32
第五章 ... 結論與建議 35
第一節 研究結果與討論 35
第二節 研究貢獻 37
第三節 研究限制與未來研究方向 39
參考文獻 41
附錄 研究問卷 49

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