A Study on Consumer Behavior of Downloading Files in Taiwan Cinema Exhibition Market

This analysis aims to find out factors affecting the attitude of people who download movie files via the internet, like movie characteristics, personal beliefs, subjective norms and perceived importance. In the analysis, what individual thinks for movie exhibition market in Taiwan can be explored and understood true reasons why they want to download movie files from the viewpoint of consumers, not from firms.

The main theory, “Digital Piracy Attitude Model” studied by Al-Rafee and Cornan, is adopted in this analysis. Additionally, two variables are added into research structure, movie characteristics and degree of downloading behavior, to consider reasons affecting the attitude of people downloading movie files via the internet. Through questionnaires provided in the form of hard copy and electronic ones, 210 available samples are collected eventually.

The major findings are as follows. In overall research structure, people who have the experience of downloading movie files often get happy or satisfied, and care about the opinions of their family or friends about downloading. The research also indicates that it is also the case of the groups having high downloading frequency. Besides that, whether they have the experience of downloading files or whether they are heavy users of downloading move files, it will not have strong relation with the frequency of going to movies, or buying DVDs. It is suggested that exhibitors should confront growth market of pirating and figure out possible marketing channel to benefit themselves and consumers.