초록 열기/닫기 버튼
The issue of piracy is one of the major difficulties in international trade today. It is often the original-brand manufacturer who ends up in a great deal of trouble because of it. Pirated products have disrupted global trade and have caused untold damage to the world's economy. Hence, the copyright awareness of the consumers in a target market is worth looking at. The purpose of this paper is to investigate the effect of Chinese customers' copyright awareness on online consumer behavior. For this purpose, data were collected via a web-based questionnaire survey from 252 consumers across 23 cities in China. Qualitative analysis and quantitative analysis were adopted in the study. By building and analyzing the structural equation modeling using AMOS, it was found that copyright awareness has begun to make a drastic change in Chinese consumer behavior. The results reveal that first, Chinese customers' age and educational level have significant effects on their copyright awareness; second, those part of the high-copyright awareness group put more importance on service quality than others where satisfaction is concerned; and lastly, their satisfaction have a significant effect on loyalty, but this effect is smaller when observed in the low-copyright awareness group.
