摘要
人们对网络媒体资源尤其是电影下载的需求日益增加,针对这一市场,电影行业仍然缺乏一个可持续的商业发展模式。本文借助计划行为理论研究了消费者合法下载电影资源的动力因素,进一步发现消费者态度、社会影响、技术可行性、创新性、兼容性及过往行为等因素都对消费者的下载决定产生作用。
Although the Intemet features excess motion picture industry, lacks sustainable business demand for media, especially movie downloads, the models for this market. An enriched form of the theory of planned behavior can identify drivers of consumer intentions to adopt a legal movie download service. Not only attitude, but also social influence, perceived technical feasibility, innovativeness, compatibility, and past behavior drive adoption decisions.
出处
《文化艺术研究》
2009年第2期202-212,共11页
Studies in Culture and Art
关键词
计划行为理论
网络
电影下载
动力
the theory of planned behavior
Intemet
movie download
drivers
