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系統識別號 U0026-0812200915182982
論文名稱(中文) Understanding Musical Artists Motivation to Share Creative Commons Licensed Musical Works: Applying Social Capital and Social Cognitive Theory
論文名稱(英文) Understanding Musical Artists Motivation to Share Creative Commons Licensed Musical Works: Applying Social Capital and Social Cognitive Theory
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 97
學期 2
出版年 98
研究生(中文) 杜麥可
研究生(英文) Michael Todosichuk
學號 RA696793
學位類別 碩士
語文別 英文
論文頁數 65頁
口試委員 召集委員-吳清在
指導教授-陳俊仁
口試委員-陳正忠
中文關鍵字 none 
英文關鍵字 P2P file sharing  Jamendo.com  Music industry  Social Cognitive Theory  Sharing music  Social Capital Theory  virtual community  Creative Commons 
學科別分類
中文摘要 Recent technological advancements around digital music, P2P file sharing, and the Internet have forced changes onto the established music industry, especially when it comes to protecting copyrights. In light of this recent clash between technology and law, a new copyright has emerged that has been rapidly accepted by musical artists – this new copyright allows more choice and goes by the name, Creative Commons. New virtual communities, like Jamendo.com, have sprung up in which individuals are able to interact and share their Creative Commons licensed music. All these changes have meant adapt or suffer for the established music industry, as they seem to be losing support from their most important clients, the clients that make their business work, the musical artists themselves. Using Social Capital Theory and Social Cognitive Theory, this study explores the motivation for artists to share their musical works using Creative Commons licensing, via the Jamendo.com virtual community. Aspects of these theories have been found to significantly explain musical artists’ motivation, while a qualitative component of the study gives additional insight into musical artists’ motivation. All of which should be understood by the established music industry as they try to develop strategies for the changing times.
英文摘要 Recent technological advancements around digital music, P2P file sharing, and the Internet have forced changes onto the established music industry, especially when it comes to protecting copyrights. In light of this recent clash between technology and law, a new copyright has emerged that has been rapidly accepted by musical artists – this new copyright allows more choice and goes by the name, Creative Commons. New virtual communities, like Jamendo.com, have sprung up in which individuals are able to interact and share their Creative Commons licensed music. All these changes have meant adapt or suffer for the established music industry, as they seem to be losing support from their most important clients, the clients that make their business work, the musical artists themselves. Using Social Capital Theory and Social Cognitive Theory, this study explores the motivation for artists to share their musical works using Creative Commons licensing, via the Jamendo.com virtual community. Aspects of these theories have been found to significantly explain musical artists’ motivation, while a qualitative component of the study gives additional insight into musical artists’ motivation. All of which should be understood by the established music industry as they try to develop strategies for the changing times.
論文目次 TABLE OF CONTENTS
ACKNOWLEDGMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Evolution of Music. 1
1.2 Technology. 2
1.3 Copyright Law and Music. 6
1.4 Creative Commons. 7
1.5 Music Sharing – New Business Models. 10
1.6 Jamendo.com. 11
1.7 Musical Artists. 12
1.8 Social Implications – Consumers. 13
1.8.1 Cost of Music. 13
1.8.2 Legal Liability. 14
1.8.3 Abundance of Choice. 15
CHAPTER TWO LITERATURE REVIEW 16
2.1 High-Profile Musical Artists. 17
2.2 Benefits to Online Music Sharing. 18
2.3 A New Type of Culture. 19
2.4 Knowledge Sharing vs. Creative Works Sharing. 20
2.5 Motivation/Contribution. 22
2.6 Theory. 23
2.7 Social Capital Theory. 23
2.7.1 Identification. 24
2.7.2 Shared Vision. 24
2.8 Social Cognitive Theory. 25
2.8.1 Personal Outcome Expectations. 25
2.8.2 Community-Related Outcome Expectations. 26
2.9 The Model. 26
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28
3.1 Data Collection. 28
3.2 Selecting the Dataset. 29
3.3 Obtaining Results 29
3.4 Analysis. 29
3.4.1 Factor Analysis and Reliability Test. 30
3.4.2 Regression Analysis. 30
3.4.3 MANOVA. 30
3.4.4 Qualitative Analysis. 30
CHAPTER FOUR RESEARCH RESULTS 31
4.1 Confirmatory Factor Analysis. 31
4.2 MANOVA. 32
4.2.1 Number of Downloaders. 32
4.2.2 Creative Commons Licensing Type. 33
4.3 Regression Analysis 35
4.3.1 Regression Analysis Divided by CC License. 36
4.3.2 Regression Analysis Divided by Number of Downloaders. 38
4.3.3 Regression Analysis with Larger Dataset. 39
4.4 Qualitative Results. 41
4.4.1 Reasons for Choosing Creative Commons Licensing for Musical Works. 41
4.4.2 Reasons for Making Musical Works Available through Jamendo.com. 45
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 51
REFERENCES 58
APPENDICES 62
Appendix 1: Questionnaire Items 62
Appendix 2: Online Questionnaire 63
Appendix 3: Survey Introduction Form Letter 65
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