Internati
o
nal
Journal of Ele
c
trical
and Computer
Engineering
(IJE
CE)
V
o
l.
6, N
o
. 1
,
Febr
u
a
r
y
201
6,
pp
. 26
8
~
27
4
I
S
SN
: 208
8-8
7
0
8
,
D
O
I
:
10.115
91
/ij
ece.v6
i
1.9
333
2
68
Jo
urn
a
l
h
o
me
pa
ge
: h
ttp
://iaesjo
u
r
na
l.com/
o
n
lin
e/ind
e
x.ph
p
/
IJECE
A Study on the Effect of Cons
um
er Invol
v
em
ent and Aff
e
ct
Intensity before and after Plagi
arism Suspicion on the Purchase
Intention of Music Goods
J
i
n-Wan J
o
*
,
M
i
-Ha
e
Shin*
*, Y
o
ung
-
C
h
ul
Kim***
*
Department of
E-Commerce, K
ongju National
University
, Korea
** Departmen
t
o
f
Computer
Edu
cati
on, Kongju
National Univer
sity
, Korea
*** Division of
Smart Communi
cati
ons, Yuhan
University
, Korea
Article Info
A
B
STRAC
T
Article histo
r
y:
Received
J
u
l 23, 2015
Rev
i
sed
No
v 8, 201
5
Accepted Nov 27, 2015
This stud
y
aims to examine the
effect
of
consumers'
involvement and aff
e
ct
intensit
y on t
h
e
purch
ase i
n
tention
of
m
u
s
i
c i
t
em
s
.
In
part
icul
ar
dom
es
tical
l
y
, th
ere is
no c
l
ear s
t
andard
for judg
ment of plagiarism, and thus
it is
expect
ed that plag
iar
i
s
m
s
u
s
p
icion is
l
i
kel
y
to aff
ect
cons
um
ers
'
involvement and
affect inte
nsity
,
and
as a result, their purch
ase
intention
as
well.
According
l
y,
cons
um
er ch
arac
teris
t
ics
(in
volvem
e
nt,
aff
e
ct in
tens
i
t
y
)
were chosen as independen
t
variables,
and
consumers'
purchase intention o
n
music items as
a subordinate v
a
riable
,
respectiv
ely
.
The first qu
estionnaire-
based survey
w
a
s conducted
before th
e
awaren
ess of plag
iaris
m
suspicion,
followed b
y
the
second survey
af
ter the
aw
aren
ess of plagiarism suspicion. I
t
turned out that the higher lev
e
l
of invol
vement
and affect intensity
,
both of
which are
cons
um
er charac
ter
i
s
t
i
c
s
,
the
high
er level of purch
ase intention of
music goods.
While plag
iar
i
sm
suspici
on caused C.R values to decrease in
ever
y it
em
, a s
i
gnific
a
nt diff
ere
n
ce
was observed only
in the
relation of
‘involvement -
p
u
rchase in
ten
tio
n’. This
stud
y
sh
ows that music items which
involve plagiar
i
sm
suspicion result
in chang
e
s in consumers'
purch
ase
intent
ion, which
will cause dam
a
ge to
the cr
eato
r
s and perform
ers of related
music items. Th
us, for th
e d
e
velopmen
t
of the music
industr
y
and
cr
eativ
e
activity
,
too
l
s an
d standards th
at
can clea
rly
d
i
stinguish plagiaris
m
need to be
develop
e
d.
Keyword:
C
ons
um
er i
n
v
o
l
vem
e
nt
Mu
sic goo
ds
Plagiarism
suspicion
Pu
rch
a
se in
ten
t
io
n
Copyright ©
201
6 Institut
e
o
f
Ad
vanced
Engin
eer
ing and S
c
i
e
nce.
All rights re
se
rve
d
.
Co
rresp
ond
i
ng
Autho
r
:
Y
oun
g-
Chu
l
Ki
m
,
Di
vi
si
o
n
of
Sm
art
C
o
m
m
uni
cat
i
ons,
Yu
ha
n Uni
v
ers
i
t
y
,
59
0,
Gy
e
o
n
g
i
n
-R
o,
S
o
sa-
G
u,
B
u
che
o
n-Si
,
G
y
eon
ggi
-D
o,
K
o
rea
.
Em
a
il: k
i
m
0
7
2
5
@
y
u
h
a
n
.
ac.kr
1.
INTRODUCTION
As sm
art devi
ces becam
e
more
widely ava
ilable a
nd
wired/wireless i
n
ternet technology advance
d
recently, online access became available
a
n
ytim
e, anywhere. Curre
n
tly, with
the de
velopm
ent of inform
ation
an
d co
mm
u
n
i
catio
n
tech
no
log
y
(ICT) along
with
t
h
e
p
r
olif
eration of t
h
e Internet cu
ltu
r
e,
In
tern
et-based
e-
com
m
e
rce has
m
a
t
u
red an
d i
s
sh
owi
ng a st
eady
gr
o
w
t
h
t
r
end
[1]
.
In s
u
c
h
o
n
l
i
n
e e
nvi
r
onm
ent
s
, co
ns
um
ers
can
browse mu
sic ite
m
s
m
o
re easily an
d
co
nv
en
ien
tly an
d
b
u
y
d
i
g
italized
m
u
sic ite
m
s
.
Th
is will b
e
accelerated as
technology
a
d
vances
furthe
r.
A
ccord
ing
to
'A
n An
alysis of
th
e
Stru
ctu
r
e o
f
Mu
sic
I
ndustr
y Bu
sin
e
ss' r
e
leased
b
y
Eun
j
eon
g
K
i
m
an
d
Wush
i
k
Jeo
n
g
[2
] in
2
014
, th
e turnov
er in
th
e
m
u
sic i
n
du
stry in
th
e
year o
f
201
2
was 3
trillio
n
9
9
4
.
9
billion
won, 4.6%
higher tha
n
that of
t
h
e
pre
v
ious year. F
r
om
2010 to
2012
the
ave
r
a
g
e i
n
crease
rate
pe
r year
was
1
6
.2
%. The tu
rn
ov
er in
'th
e
bu
si
n
e
ss
o
f
o
n
lin
e m
u
sic distrib
u
tion
'
a
m
o
u
n
t
ed
t
o
9
5
2
.
5
b
illion
won
,
8
.
3
%
Evaluation Warning : The document was created with Spire.PDF for Python.
I
S
SN
:
2
088
-87
08
IJEC
E V
o
l
.
6, No
. 1, Feb
r
uar
y
20
1
6
:
26
8 – 27
4
26
9
higher t
h
a
n
tha
t
of t
h
e
pre
v
ious year
. For the
last three years
,
the a
v
era
g
e
i
n
crease rate pe
r
year was
23.7%. In
particula
r
, the
busi
n
ess
of i
n
t
e
rnet/m
obile m
u
sic serv
ice accounted for
19.5% of
the
entire m
u
sic industry
,
whi
c
h i
s
t
h
e
hi
ghe
st
segm
ent
,
excl
u
d
i
n
g t
h
e
busi
n
ess
o
f
Ka
rao
k
e.
W
i
t
h
m
u
sic ite
m
s
easily and conve
n
iently availabl
e as technology advances
, vari
ou
s pr
obl
em
s al
so
exist: As
not
only cons
um
ers but als
o
c
r
eators
ca
n access
vari
ous
types
of m
u
sic, m
u
sic
ite
ms
suspicious
of
plagiarism
appear c
onsta
ntly.
For e
x
am
ple, the
OST
of '
M
iss Gra
nny,'
a
recent
dom
estic
film
, includes
a s
o
ng calle
d
'
O
ne More
Tim
e
'
,
agai
nst
w
h
i
c
h a
l
a
ws
ui
t
o
f
pl
a
g
i
a
ri
s
m
suspi
c
i
on
w
a
s bei
ng
b
r
o
u
ght
.
As
t
h
i
s
O
S
T wa
s a
w
ar
d
e
d t
h
e
Prize
o
f
M
u
sic
in
th
e
51
th
Daej
ong
Film
Award
s, it caused co
n
t
rov
e
rsy.
In
Korea, th
ere is n
o
o
t
h
e
r way to
settle i
ssu
es of p
l
ag
iarism su
sp
icion ex
cep
t th
rou
g
h
‘co
p
y
ri
g
h
t
v
i
o
l
atio
n law
s
u
its’
o
r
‘
c
laims fo
r d
a
m
a
g
e
s.' Mu
sic ite
m
s
ag
ain
s
t
wh
ich
a leg
a
l action
is b
e
ing
br
ough
t ar
e
likely to invol
ve ne
gative
re
cognition am
ong t
h
e public
as a work of
plagiarism
during the
pe
riod of a
lawsu
it.
In a
d
di
t
i
on, m
u
si
c i
t
e
m
s
wo
u
l
d be
b
o
u
g
h
t
w
i
t
h
no
cl
ear
go
al
of
pu
rc
hase
but
fo
r a
n
em
ot
i
onal
reas
o
n
[3]
.
Th
us,
co
n
s
um
ers t
e
nd
t
o
p
u
rc
hase m
u
s
i
c i
t
e
m
s
t
h
at
have
been
val
i
d
a
t
e
d by
ot
he
rs'
ex
peri
e
n
ce
(re
vi
ew,
reco
mm
en
d
a
tio
n, wo
rd
o
f
mo
u
t
h
,
etc), artists' rep
u
t
atio
n
,
an
d
reliab
ility [4
]. For th
is reaso
n
, m
u
sic ite
m
s
with
a ne
gative im
a
g
e as
a
work of plagia
rism
are apt
t
o
i
n
vol
ve
si
gni
fi
ca
nt
da
m
a
ge.
Fo
r th
e con
tinu
o
u
s
growth an
d d
e
v
e
lop
m
e
n
t of th
e
m
u
sic industry a
nd m
u
si
c ite
ms, there
f
ore, the
effect
of
pl
a
g
i
a
ri
sm
suspi
c
i
o
n
on
co
ns
um
ers'
s p
u
rc
ha
se i
n
tentio
n
o
f
m
u
sic it
e
m
s needs
to
be exam
ined.
As
for ex
isting
research
on
m
u
sic ite
ms a
n
d p
l
ag
iarism
,
som
e
exam
in
e factors t
h
at
would affect
in
ten
tio
ns of mu
sic ite
m
p
u
r
ch
ase.
Ho
we
ver
,
t
h
ere i
s
n
o
st
udy
on
pl
agi
a
ri
sm
suspi
c
i
on t
h
at
fre
q
u
ent
l
y
occu
r
s
in
th
e on
lin
e in
du
stry
env
i
ron
m
en
t. Research on
p
l
ag
i
a
rism
fo
cu
ses m
a
in
ly o
n
leg
a
l su
gg
estion
s
and
p
r
eced
e
n
t
s
in
relatio
n
to
ho
w to
d
i
sting
u
i
sh
p
l
ag
iarism
with
n
o
stud
y
on
t
h
e
effect o
f
p
l
ag
iarism
su
sp
icio
n
on
ch
ang
e
s in
pu
rch
a
se i
n
ten
tions.
Accord
ing
l
y, th
is stud
y ex
amin
es bo
th
m
u
sic item
s
an
d p
l
ag
iarism
in
relatio
n to each
o
t
h
e
r.
It
include
s an e
m
pirical analysis of t
h
e effect of i
nvo
lv
emen
t an
d
affect in
ten
s
ity, two
of th
e con
s
u
m
er
ch
aracteristics, on
pu
rch
a
se
in
ten
tio
ns, as
well as m
easurem
ent of t
h
e
effect of
pla
g
iarism
suspicion
on
pu
rc
hase i
n
t
e
nt
i
ons
.
2.
THEORETICAL BACKGROUND
2.
1. Pl
a
g
i
a
ri
s
m
Sus
pi
ci
on
'
P
lagiaris
m'
means an act of using ot
hers
'
crea
tiv
e wo
rk
(part or all) with
ou
t p
e
rmissio
n
and
releasin
g it as if it is o
n
e
's own
crea
t
i
o
n. T
h
i
s
i
s
al
so
u
n
d
e
rst
o
od a
s
an
act
of
qu
ot
i
n
g
or
b
o
r
r
o
w
i
n
g
ot
he
rs'
creativ
e wo
rk with
ou
t stati
n
g
th
e so
u
r
ce
[5]
.
Specific
a
lly
for
m
u
sical
works, thre
e basic ele
m
e
n
ts are
exam
i
n
ed i
n
jud
g
i
n
g t
h
e ext
e
nt
of s
ubst
a
n
t
i
a
l
sim
i
l
a
ri
t
y
-
m
e
l
ody
, rhy
t
hm
, and harm
ony
.
Am
ong t
h
ese
,
m
e
l
ody
i
s
of
t
h
e
great
est
i
m
po
rt
ance
. Ha
r
m
ony
assi
st
s melody and creates a ge
neral
atm
o
sphe
re
of a s
o
ng
rath
er th
an
takin
g
t
h
e lead
in it. Thu
s
, th
is is a seco
n
d
a
ry
stan
d
a
rd fo
r
j
u
d
g
m
en
t of substan
tial si
m
ilar
ity in
gene
ral
,
but
i
t
can be i
n
cl
u
d
e
d
i
n
t
h
e
sco
p
e
of e
x
pressi
on
pr
ot
ect
ed
un
de
r t
h
e c
opy
ri
g
h
t
l
a
w w
h
en
n
o
t
ju
st
a
sin
g
l
e
h
a
rm
o
ny b
u
t
a co
n
tinuo
u
s
p
r
o
g
ress of
h
a
rm
o
n
y
is
of
o
r
ig
i
n
ality. Th
e
g
e
n
e
ral atmo
sph
e
re
o
f
two song
s
and
o
p
i
n
i
o
n
s
o
f
t
h
e
ge
neral
p
ubl
i
c
a
r
e c
o
m
p
rehe
nsi
v
el
y
t
a
k
e
n i
n
t
o
acc
o
unt
[
6
]
.
In
Korea,
p
l
agiaris
m
is a so
rt o
f
offen
s
e
which
is su
bj
ect to
co
m
p
lain
t. In
o
t
h
e
r
words, th
e o
r
i
g
in
al
creato
r
's lawsuit is a prereq
u
i
site for leg
a
l
pu
n
i
sh
m
e
n
t
.
W
i
th
ou
t it, a leg
a
l rem
e
d
y
fo
r plag
iarism
is li
mited
,
an
d th
e m
a
tter
is h
a
n
d
l
ed
o
n
ly in
th
e
b
ound
ar
y
o
f
p
l
ag
iar
i
sm
su
sp
icio
n. Plag
iar
i
sm
s
u
sp
ici
o
n
w
ithou
t th
e
m
a
tter of
fact v
e
rified m
a
y
cause trem
endous dam
a
ge to t
h
e creator a
n
d
perform
e
rs.
Mu
sic ite
m
s
a
r
e a
m
a
j
o
r ex
am
p
l
e o
f
p
l
ag
iarism su
sp
icion as a ‘co
p
y
righ
t v
i
o
l
ation
lawsu
it’
o
r
a
‘cl
a
im
for
dam
a
ges’ i
s
pe
ndi
ng
o
r
s
o
m
e
one rai
s
es an
i
n
si
s
t
ence t
h
at
'
t
hi
s so
ng i
s
s
u
s
p
i
c
i
ous
of
pl
a
g
i
a
r
i
sm
,’
wh
ich
resu
lts i
n
a
fo
rm
atio
n
of
p
u
b
lic op
in
i
o
n
o
n
th
at.
2.
2. I
n
v
o
l
v
em
ent
Involvem
ent is a deciding
fac
t
or
when it comes to cons
umers'
desi
re
of inform
ation s
earchi
n
g and
ab
ility to
p
r
o
c
ess it [7
]. Ro
b
e
rtso
n
[8
] d
e
fi
n
e
s it as
th
e lev
e
l o
f
con
s
u
m
ers'
co
nv
ictio
n
abou
t th
e ite
m
o
r
b
r
and
,
an
d
An
til [9
] defin
e
s it as th
e i
m
p
o
r
tan
ce that so
m
e
o
n
e
reco
gn
izes of or th
e lev
e
l o
f
in
terest in
a sti
m
u
l
ation
of a ce
rtain sit
u
ation
or a
n
ite
m
.
Lee et. al. [10]
de
fi
nes i
t
as '
p
erceive
d pe
rsonal im
porta
nce
of a c
e
rtain
o
b
j
ect in
th
e
g
i
v
e
n
situ
ation
or so
m
e
o
n
e
's in
terest in
it'
or '
p
ercei
ve
d pe
rso
n
al
rel
e
va
nce
with a certain
object
in
th
e
g
i
v
e
n situ
atio
n.'
The l
e
vel
o
f
i
n
vol
vem
e
nt
i
s
sub
j
ect
i
v
e
an
d i
s
de
pe
nde
nt
on
i
ndi
vi
d
u
al
s
be
cause t
h
e sam
e
o
b
ject
m
a
y
gi
ve eac
h di
f
f
e
r
ent
m
eani
ngs.
In
vol
vem
e
nt
m
a
y
be di
vi
de
d t
o
a hi
gh l
e
v
e
l
of i
n
vol
vem
e
nt
an
d a l
o
w l
e
vel
o
f
Evaluation Warning : The document was created with Spire.PDF for Python.
IJECE
ISS
N
:
2088-8708
A S
t
u
d
y
on
t
h
e
Effect o
f
Con
s
u
m
er In
vo
lvemen
t and
Affect In
ten
s
ity
b
e
fo
re an
d a
fter …
(
Y
ou
n
g
-C
hul
K
i
m)
27
0
in
vo
lv
em
en
t. A h
i
g
h
lev
e
l
of in
vo
lv
em
en
t lead
s to
stro
nger efforts to
ob
tain
sub
s
tan
tial in
form
at
io
n o
n
it
wh
ile a low lev
e
l
o
f
inv
o
l
v
e
men
t
is affected
g
r
eatly
b
y
surro
und
ing
s
rat
h
er th
an
sub
s
tan
tial in
fo
rm
ati
o
n sin
ce
th
e ite
m
is n
o
t
o
f
im
p
o
r
tan
c
e to
th
e ind
i
v
i
du
al [11
]
.
Acco
rd
ing
to
research
fro
m
Kardes [12
]
, in
a low lev
e
l
of
i
n
vol
vem
e
nt
, a s
u
b
j
ect
i
v
e/
eval
uat
i
v
e
j
u
d
g
m
e
nt
affec
t
s pr
o
duct
p
u
r
chase
s
whi
l
e
i
n
a
hi
gh
l
e
vel
o
f
in
vo
lv
em
en
t, an
obj
ectiv
e/factu
a
l j
udgm
e
nt affects them
. The resea
r
c
h
of
Gwa
ngseok
Han and J
o
ngm
in Lee
[1
3]
al
so s
h
o
w
t
h
at
i
n
a
hi
gh l
e
vel
o
f
i
n
vol
vem
e
nt
, consum
ers w
oul
d m
a
ke pu
rch
a
se deci
si
o
n
s
base
d
o
n
fact
ual
i
n
f
o
rm
at
i
on
rat
h
er
t
h
a
n
eval
uat
i
ve at
t
r
i
but
es
of
a
pr
o
duct
[
14]
.
As su
ch
, invo
lv
em
en
t is reg
a
rd
ed
as an
im
p
o
rtan
t
vari
a
b
l
e
t
h
at
i
ndi
cat
es con
s
um
ers'
behavi
ors
,
an
d
it has turne
d
out to affect consum
ers'
purchase
s
. Th
u
s
, it is
ex
p
ected
th
at in
vo
lv
emen
t wo
u
l
d
affect
con
s
um
ers'
purchase i
n
t
e
nt
i
o
n o
f
m
u
si
c goods as
wel
l
,
and t
h
i
s
st
udy
defi
nes i
n
vol
v
e
m
e
nt
as t
h
e ext
e
nt
o
f
attach
m
e
n
t
to
o
r
in
terest i
n
mu
sic.
2.
3. Af
fec
t
In
t
e
nsi
t
y
Ho
ffm
an an
d
No
va
k [
1
5]
, w
ho
fi
rst
a
d
o
p
t
e
d t
h
e '
f
l
o
w t
h
e
o
ry'
to the area
of i
n
ternet-bas
ed m
a
rketing,
focus
on consumers' psyc
hol
ogy and experience
rather than the
perspective of technology acceptance.
Affect in
ten
s
it
y (flow) in
cludes th
e attribu
t
es o
f
af
fect in
ten
s
ity, selectio
n, ch
alleng
e, and
creativ
ity
that go
beyond the ordina
ry level of taki
ng
pl
easure a
n
d joy from
accessing the intern
et for we
b shoppi
ng and
p
u
r
c
h
a
sing
an
d th
at ev
en
m
a
ke on
e
f
o
r
g
et ego
[
1
6
]
.
Korzaa
n & B
o
swell
[17] e
x
am
ined the e
ffect
of
cons
umers'
experie
n
ce of a
ffect i
n
tensity on
p
u
rch
a
se attitu
d
e
s in on
lin
e
sh
opp
ing
.
Th
e find
ing
s
show
th
at th
e exp
e
rien
ce of affect in
ten
s
ity
d
i
rectly
affects
on
e's pu
rch
a
se attitudes, an
d th
at it
mak
e
s
con
s
u
m
ers activ
ely
p
u
rch
a
se goo
ds i
n
th
e web
s
ite.
So
m
e
ex
istin
g
research
v
i
ews affect in
ten
s
it
y as a v
ital v
a
riab
le th
at form
s
p
u
rch
a
se in
tentio
n
on
lin
e.
Mu
sic ite
m
s
th
at th
is stu
d
y
tou
c
h
e
s on
are also
carried
o
n
l
i
ne, an
d t
h
ey
a
r
e bei
ng
di
g
italized
. It is expected
th
at af
f
ect in
ten
s
ity w
o
u
l
d
aff
ect th
e fo
r
m
atio
n
of
a
p
u
r
c
h
a
se in
ten
tio
n
o
f
m
u
sic g
oods sig
n
i
f
i
can
tly. Th
is
stu
d
y
d
e
fi
n
e
s affect in
ten
s
ity as th
e ex
ten
t
of
p
s
ych
o
l
o
g
i
cal
ab
so
rp
tio
n in
li
sten
ing
to m
u
si
c.
3.
METHO
D
OL
OGY
3.
1. Stu
d
y
M
o
del
To
an
alyze f
a
cto
r
s th
at wou
l
d af
f
ect m
u
sic it
e
m
p
u
r
ch
ase inten
tio
n
s
, a study
m
o
d
e
l w
a
s set as sh
ow
n
i
n
Fi
g
u
r
e 1 bel
o
w
.
Fig
u
r
e
1
.
Study Mo
d
e
l
The
first s
u
rve
y
was conducted for an em
pirical
an
alysis:
Wh
ile 'On
e
Mo
re Tim
e
,' a
son
g
i
n
th
e
OST
of '
M
iss
Gra
n
ny,'
was
played,
c
o
nsu
m
er charact
e
r
i
s
t
i
c
s (i
nv
ol
ve
m
e
nt
, affect inten
s
ity) were an
alyzed
with
th
e pu
rch
a
se in
ten
tions
m
easu
r
ed. After th
e e
xpl
anat
i
on t
h
at
'
O
ne M
o
re t
i
m
e'
was suspi
c
i
ous
of
pl
agi
a
ri
zi
n
g
P
e
ppe
rt
o
n
es'
‘R
e
a
dy
Get
Set
G
o
,
’
t
h
e sec
o
nd
sur
v
ey
wa
s co
nd
uct
e
d
,
i
n
w
h
i
c
h '
O
ne M
o
re
Tim
e
'
and
‘Ready
Ge
t Set Go’ we
re
played co
nsec
utively, and then the section
of
plagiarism
suspici
on was played
agai
n,
f
o
l
l
o
we
d
by
m
easuri
n
g
of
p
u
rc
hase
i
n
t
e
nt
i
o
ns.
3.
2.
St
ud
y H
y
pot
h
esi
s
H1. Th
e
h
i
gh
er lev
e
l of i
n
vo
lve
m
en
t, th
e
b
e
tter
p
u
rch
a
se in
t
e
n
tio
n of m
u
sic go
od
s
H2. Th
e
h
i
gh
er lev
e
l of affect
in
ten
s
ity, th
e
better pu
rch
a
se i
n
ten
tion
o
f
m
u
sic go
od
s
H3
. Pl
a
g
i
a
ri
sm
sus
p
i
c
i
o
n f
u
n
c
t
i
ons as a
co
nt
r
o
l
l
i
ng
fact
o
r
bet
w
een
an i
nde
pe
nde
nt
va
ri
abl
e
an
d a
sub
o
r
di
nat
e
va
ri
abl
e
.
H3-1. Plag
iarism
su
sp
icio
n
h
a
s a co
n
t
ro
lling
effect
b
e
tween
in
vo
lv
em
en
t an
d purch
ase in
t
e
n
tio
n.
H3-2. Plag
iarism
su
sp
icio
n
h
a
s a co
n
t
ro
lling
effect
b
e
tween
affect
in
ten
s
ity
and
p
u
rch
a
se
i
n
ten
tion
.
Evaluation Warning : The document was created with Spire.PDF for Python.
I
S
SN
:
2
088
-87
08
IJEC
E V
o
l
.
6, No
. 1, Feb
r
uar
y
20
1
6
:
26
8 – 27
4
27
1
4.
RESULTS
4
.
1
.
Ana
l
y
s
is of Relia
bility
Reliability indicates the dispersi
on
of m
easurem
ents whe
n
the sa
m
e
co
m
pone
nt concept is
repeat
e
d
l
y
m
e
asure
d
.
It
ca
n
be
de
fi
ne
d as t
h
e
rel
a
t
i
v
e
exte
nt
of m
easurem
en
t errors
of t
h
e
measuring tool
.
In
t
h
is stud
y, th
e reliab
ility was ov
er 0.6
i
n
all
m
easu
r
emen
t ite
m
s
, an
d
th
e
g
e
n
e
ral reliab
ility was
o
v
e
r
0
.
7
,
wh
ich
ind
i
cates th
e
reliab
ility was
sig
n
i
fican
t
.
Tab
l
e
1
.
Reliabilit
y An
alysis
Resu
lt
Classif
i
cation Ite
m
s
Cronbach's
α
I
nvolvem
e
nt 5
0.
827
Affect I
n
tensity
5
0.
920
Pur
c
hase I
n
tention
4
0.
899
4.
2. An
al
ysi
s
o
f
t
h
e Mea
s
ure
ment M
o
del
The anal
y
s
i
s
re
sul
t
of t
h
e m
e
asurem
ent
m
odel
i
s
present
e
d
i
n
Tabl
e 4 bel
o
w. To
veri
fy
t
h
e go
od
ness
o
f
fit o
f
th
e measu
r
em
en
t
mo
d
e
l, th
e
v
a
lu
es o
f
GFI,
AGFI, CFI, NFI, IFI, and
RESEA were
u
tilize
d
. The
g
ood
n
e
ss
o
f
fit of th
e in
itial measu
r
em
en
t m
o
d
e
l d
i
d
n
o
t
sh
ow
a satisfacto
r
y lev
e
l
of
go
odn
ess of
fit, an
d
thu
s
ite
m
s
o
f
v
a
lu
es lo
wer th
an
0.4
fro
m
were re
m
o
v
e
d
in
o
r
der fro
m
th
e in
itial
ite
m
s
(V1
～
V
1
4
)
base
d on t
h
e
v
a
lu
es of SMC
(Sq
u
ared
M
u
ltip
le Co
rr
elation
)
.
V4
and
V5
were
rem
o
v
e
d.
In
ge
neral
,
t
h
e
st
anda
rd
f
o
r t
h
e val
u
es
of
G
F
I,
AG
FI
, C
F
I
,
NF
I, a
n
d IF
I
i
s
hi
g
h
er t
h
an
0.
9 an
d
0.
1
lowe
r than RE
SEA.
In t
h
e measurem
ent
m
odel of t
h
is
st
ud
y
,
t
h
e val
u
e
of
AGF
I wa
s l
o
wer t
h
a
n
0.
9,
but
t
h
e
go
o
dne
ss of fi
t
was over t
h
e
st
andar
d
i
n
g
e
neral
.
T
hus
, t
h
e g
o
o
d
n
ess o
f
fi
t
of t
h
e
m
odel
was eval
ua
t
e
d as
acceptable.
Tab
l
e
2
.
Reliabilit
y An
alysis
Resu
lt
Co
m
ponent Concept
Var
i
able
Standar
d
F
actor
Load Value
Standar
d
E
r
r
o
r
C.
R.
I
nvolvem
e
nt
V1 .
883
.
091
10.
561
V2 .
918
.
096
10.
827
V3 .
694
-
1.
000*
Affect Intensity
V6 .
827
.
059
13.
198
V7 .
786
.
064
12.
184
V8 .
844
.
052
13.
651
V9 .
871
.
066
14.
313
V10 .
833
-
1.
000*
Pur
c
hase I
n
tention
V11 .
928
-
1.
000*
V12 .
906
.
058
18.
479
V13 .
837
.
056
15.
583
V14 .
673
.
075
10.
500
M
easur
e
m
ent
M
odel Goodness of Fit
χ
2=118.
64
2,
df=45
,
p=.
000,
CM
IN/DF=2.
636,
GFI
=
.
9
0
0
,
AGFI
=
.
826,
NFI
=
.924,
I
F
I
=
.
952,
CFI=.
951,
RM
SEA=.
0
99
Note) * In the
m
e
a
s
ure
m
ent
m
odel
,
t
h
e para
m
e
ter
esti
ma
ted value of the variable was
initiall
y fixed to 1.
4.
3. Hy
po
thesi
s
Verific
a
ti
on
Th
e
resu
lt o
f
the h
ypo
th
esis test is su
mm
ariz
ed
in Tab
l
e 3 belo
w:
Evaluation Warning : The document was created with Spire.PDF for Python.
IJECE
ISS
N
:
2088-8708
A S
t
u
d
y
on
t
h
e
Effect o
f
Con
s
u
m
er In
vo
lvemen
t and
Affect In
ten
s
ity
b
e
fo
re an
d a
fter …
(
Y
ou
n
g
-C
hul
K
i
m)
27
2
Table 3. Hypot
h
esis
Testing Result
Hy
pothesis
1st 2nd
C.R. p
value
Result
C.R. p
value
Result
H1.
involvem
e
nt
→
purchase intention
3.
421
***
Adopted
0.
513
0.
669
Rejected
H2. affect intensity
→
purchase intention
4.
984
***
Adopted
3.
771
***
Adopted
B
a
sed o
n
t
h
e
veri
fi
cat
i
o
n resul
t
o
f
t
h
e
m
easurem
ent
m
odel'
s goo
d
n
ess o
f
fi
t
,
a
hy
pot
hesi
s
v
e
rification
was cond
u
c
ted
with
th
e
sugg
ested
stru
cture m
o
d
e
l, an
d th
e
resu
lt is presen
ted in
Fi
g
u
re
2
b
e
l
o
w:
1st re
searc
h
2nd
researc
h
Note) The
path coef
f
i
cient is
a standardized path coef
f
i
cien
t. (
) is
the C.R
.
value.
Fig
u
re
2
.
Hy
p
o
th
esis Testing
Resu
lt
Fir
s
t, th
e h
ypoth
e
sis ab
ou
t the ef
f
ect o
f
invo
lv
em
en
t o
n
the p
u
r
c
h
a
se in
ten
tio
n
o
f
m
u
sic g
o
o
d
s w
a
s
ad
op
ted in
t
h
e
f
i
r
s
t su
rv
ey (
C
.R. = 3.421
,
p
= 0
.
00
0)
,
bu
t it w
a
s
r
e
j
ected
in th
e seco
nd
surv
ey (
C
.R. =
0
.
5
1
3
,
p
= 0.6
6
9
) i
n
w
h
i
c
h pl
a
g
i
a
ri
s
m
suspi
c
i
on
w
a
s reco
gni
ze
d.
Thi
s
sho
w
s t
h
at
bef
o
re
pl
agi
a
ri
sm
suspi
c
i
on, t
h
e
hi
g
h
er l
e
vel
o
f
i
n
vol
vem
e
nt
, t
h
e bet
t
e
r
p
u
rc
hase i
n
t
e
nt
i
on
of m
u
si
c go
o
d
s
Ho
we
ver
,
aft
e
r
pl
a
g
i
a
ri
sm
su
sp
icio
n, th
e lev
e
l o
f
p
u
rch
a
se in
ten
tion d
ecreased
. S
econ
d
, t
h
e
hy
pot
hesi
s ab
out
the effect of affect
i
n
t
e
nsi
t
y
o
n
t
h
e p
u
rc
hase i
n
t
e
nt
i
o
n
o
f
m
u
si
c go
o
d
s
was a
d
o
p
t
e
d i
n
bot
h t
h
e fi
rst
(C
.R
. =
4.
98
4,
p
=
0.
00
0)
a
n
d
secon
d
(
C
.R. = 3
.
77
1,
p
=
0
.
00
0)
su
rv
eys. Reg
a
rd
less
o
f
the h
ypo
th
esis r
e
j
ectio
n in
bo
th
th
e f
i
rst and
second
surveys, t
h
e va
lue of C.R.
de
creased i
n
the
second s
u
rv
ey. Lastly, as for
th
e h
ypo
th
e
s
is about the
diffe
r
ence
in
th
e purch
ase in
ten
tion
of
m
u
sic g
o
o
d
s
after
p
l
ag
iari
sm
sus
p
i
c
i
o
n,
val
u
es
of
C
.
R
.
ch
ange
d
i
n
e
v
e
r
y
i
t
e
m
al
t
hou
g
h
si
g
n
i
f
i
cant
cha
nge
was sh
o
w
n o
n
l
y
i
n
hy
pot
hes
i
s no. 1
.
In
ot
her w
o
rds
,
t
h
e
cont
r
o
l
l
i
ng ef
fect
o
f
p
l
ag
iarism
su
sp
icio
n was sho
w
n
on
ly in
th
e relation
of ‘i
n
v
o
l
v
e
m
e
nt -
p
u
rchase
in
ten
tio
n’.
Hen
ce,
h
ypo
th
esis 3
was
p
a
rtially
ad
op
ted
.
5.
CO
NCL
USI
O
N
This study aims to exam
ine the effect of consum
er charact
eris
tics (in
v
o
l
ve
m
e
n
t
, affect in
ten
s
ity) on
t
h
e pu
rc
hase i
n
t
e
nt
i
o
n o
f
m
u
si
c g
o
o
d
s be
fo
re an
d aft
e
r
pl
agi
a
ri
sm
suspi
c
i
o
n. B
a
sed
on t
h
e fi
ndi
n
g
s, t
h
e
fo
llowing
si
gnifican
ce o
f
th
i
s
stud
y
is p
r
esen
ted
:
Th
e
h
i
g
h
e
r
lev
e
l o
f
in
vo
lv
em
en
t, wh
ich
is on
e o
f
th
e
co
nsu
m
er ch
aracteristics, th
e
b
e
tter
p
u
rch
a
se in
ten
tion
o
f
m
u
sic goo
ds.
It tu
rn
ed
ou
t that p
l
ag
iarism
su
sp
icio
n
n
e
g
a
tiv
ely affects p
u
rch
a
se inten
tio
n
s
. Th
is is prob
ab
ly
b
e
cau
s
e it causes
n
e
g
a
tiv
e im
ag
es of p
l
ag
iarism to
the
m
u
si
c it
em
s to b
e
de
vel
o
pe
d am
ong c
o
ns
um
ers. In
ot
he
r w
o
r
d
s
,
u
p
o
n
pl
agi
a
ri
sm
su
spi
c
i
o
n, t
h
e
p
u
rc
hase
i
n
t
e
nt
i
o
n
of
m
u
si
c
go
o
d
s i
s
negat
i
v
el
y
a
ffe
ct
ed e
v
en
am
ong
co
ns
um
ers wi
t
h
a
hi
gh
l
e
vel
o
f
i
n
v
o
l
v
e
m
ent
,
wh
ich
in
d
i
cates th
at p
l
ag
iari
sm su
sp
icion
itself is l
i
k
e
ly to
cau
se fin
a
n
c
ial d
a
m
a
g
e
to
th
e creator an
d
per
f
o
r
m
e
rs. Th
us, e
v
en
w
h
i
l
e
a copy
ri
ght
vi
ol
at
i
on l
a
w
s
ui
t
or a cl
ai
m
for dam
a
ges i
s
pendi
ng as a
res
u
l
t
o
f
p
l
ag
iarism
su
sp
icio
n, t
h
e
p
u
rch
a
se i
n
ten
tion of th
e re
lated
m
u
sic ite
ms is lik
ely to
d
ecrease,
wh
ich
will lead
t
o
si
g
n
i
f
i
c
a
n
t
d
a
m
a
ge t
o
t
h
e c
r
eat
or
a
n
d
pe
rf
orm
e
r. T
h
ere
f
o
r
e, a
st
an
da
rd
f
o
r
p
r
om
pt
ju
dg
m
e
nt
of
pl
agi
a
ri
sm
need
s t
o
be
de
vel
o
ped
i
n
a
d
d
i
t
i
on t
o
suc
h
l
e
gal
p
r
oced
ure
s
.
Th
is stud
y h
a
s th
e fo
llo
wi
n
g
li
mitatio
n
:
While th
ere are a
n
u
m
b
e
r
o
f
v
a
ri
ab
les th
at m
a
y
affect th
e
p
u
rch
a
ses
o
f
cu
ltu
ral con
t
en
t
s
su
ch
as m
u
si
c ite
m
s
, th
is stu
d
y
ado
p
t
s
on
ly two
o
f
th
em - invo
lv
em
en
t and
affect
i
n
t
e
nsi
t
y
, w
h
i
c
h l
i
m
it
s the st
u
d
y
fi
n
d
i
n
gs. T
h
e
fut
u
re
st
udy
needs t
o
expa
n
d
t
h
e st
u
d
y
m
odel
by
t
a
ki
n
g
i
n
t
o
acc
ou
nt
m
a
ny
ot
her
va
ri
a
b
l
e
s
used
i
n
e
x
i
s
t
i
ng st
u
d
i
e
s.
Evaluation Warning : The document was created with Spire.PDF for Python.
I
S
SN
:
2
088
-87
08
IJEC
E V
o
l
.
6, No
. 1, Feb
r
uar
y
20
1
6
:
26
8 – 27
4
27
3
ACKNOWLE
DGE
M
ENTS
Th
is research
was carried
out with
th
e su
pp
ort
o
f
Natio
nal Research
Fo
und
at
i
on of Ko
rea
(
N
R
F
)
,
wi
t
h
t
h
e fi
na
nci
a
l
su
pp
ort
of M
i
ni
st
ry
of Sci
e
nce,
IC
T an
d F
u
t
u
re Pl
an
ni
n
g
(M
S
I
P
)
(
N
o.
NR
F-
2
012
R1A2
A2A
030
451
62)
.
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.
BIOGRAP
HI
ES OF
AUTH
ORS
J
i
n W
a
n J
o
received a Bach
elo
r’s
Degree in the Departm
e
nt
of Touris
m
M
a
nagem
e
nt from
Kongju University
in 2007. He received a MS
degree and
Doctor
course completion in
the
Department of
Electronic Commer
ce from Kongju University
in 2
009 and 2015
, r
e
spectiv
ely
.
He
has been a prof
essor in the Department of
e-B
u
siness at Yuhan University
sin
ce 2014. His
current r
e
s
ear
ch
inter
e
s
t
s
inclu
d
e M
u
s
i
c P
l
agi
a
ris
m
, IoT, Vir
t
ual R
eal
it
y,
a
nd Ele
c
troni
c
Comme
rc
e
.
Evaluation Warning : The document was created with Spire.PDF for Python.
I
J
ECE
I
S
SN
:
208
8-8
7
0
8
A S
t
u
d
y
on
t
h
e
Effect o
f
Con
s
u
m
er In
vo
lvemen
t and
Affect In
ten
s
ity
b
e
fo
re an
d a
fter …
(
Y
ou
n
g
-C
hul
K
i
m)
27
4
Mi Hae Shin is study
ing for a Ph.D. degr
ee in Computer Science from Kongju National
Univers
i
t
y
of S
o
uth Korea.
S
h
e i
s
interes
t
ed in pl
agiar
i
s
m
anal
y
s
i
s
s
y
s
t
em
s
,
m
u
lti
m
e
dia cont
ents
,
m
u
ltim
edia
educ
ation
and
virtu
a
l
real
it
y.
Young Chul Ki
m
receiv
e
d
a B
ache
l
or’s Degre
e
in
the
Depart
m
e
nt of Com
puter
Engine
ering
from Hannam University
in 19
90. He received
a
MS degree and Ph.D. in th
e Department of
Computer Engin
eering from Soongsil University
in 1998 and 2003, respectively
.
He has been a
professor in the Department of
Smart Commu
n
ication at Yuh
a
n University
since 2006. His
current
res
e
arch
inter
e
s
t
s
inc
l
ude
XM
L,
Compiler
,
and Computer
Communication.
Evaluation Warning : The document was created with Spire.PDF for Python.