A Study on the Effect of the Involvement and Affect Intensity on the Purchase Intention of the Music Goods : Focusing on Plagiarism Suspicion
This study is intended to examine how the consumers' purchase intention on the record, online music which are the representative goods of the music industry is influenced according to the involvement and intensity of sensitivity. Especially the change of the purchase intention following the plagiarism suspicion of the music goods to buy was measured intensively. To test the proposed hypotheses, the first survey and the second survey were carried out. Plagiarism suspicion appeared to have the moderating effect to the purchase intention. The standard and tool to apprehend how the music goods purchase intention changes and to judge exactly whether they were plagiarized for the development of the music industry should be arranged through this study result.
2. Literature review