Abstract：Based on the theory of planned behavior (TPB) and ethics theory, this paper discusses the factors such as price of legitimate software and value-added services. Taking into account society at large, legitimate software enterprises, and individuals, the paper probes into the factors for software privacy in China from an integrated perspective. We use the structural equation model (SEM) for causal analysis. The result shows the cultural value of “sharing” and perceived usefulness has significant positive impact on the attitude of China’s software users toward piracy, and may trigger privacy intention. However, the factors as social morality, law, the price of legitimate software, and value-added services are only weakly related to privacy intention. Finally, in view of the research finding, the paper suggests some countermeasures against software piracy.
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2015, Vol. 32 
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