University of Macau / Faculty of Social Sciences and Humanities / Department of Communication

近年來音樂與電影光碟盜版問題嚴重，使得各國大力查緝盜版，但以風險管理的概念，短時間要使盜版率急速的下降，必然花費無數的金錢與人力，但放任風險不管，則盜版風險遭受到的損失會無窮大。因此在管理影音盜版光碟時，必然有一個合理盜版風險容忍率。而一國的盜版可能與國家整體的社經條件有關，故本研究將1998年到2002年世界盜版國家劃分數個分類國家(排除有效樣本少於實際樣本70%的分類國家)，以主成份分析法來歸併經濟、教育、人口、科技總體指標，再以複迴歸分析各自建立模式，據此估計其各分類國家盜版率之平均值，作為本研究影音光碟盜版風險的容忍率。研究結果顯示： 1. 一國經濟、教育、科技水準愈高，影音光碟盜版率可能會愈低。 2. 音樂光碟盜版價格愈低，音樂盜版率愈高；音樂光碟正版價格的高低，對音樂盜版率無明顯影響。 3. 被列入特別301名單後的國家，部份國家影音盜版情形仍然嚴重，並無改善。 4. 東歐國家平均五年音樂光碟盜版風險容忍率：49.07 %；美洲國家：46.17 %；亞洲國家：43.78 %；西歐國家：11.22 %。亞洲國家平均五年電影光碟盜版風險容忍率：62.34 %；美洲國家：62.66 %。 5. 超過分類國家影音盜版風險容忍率的國家。其中音樂盜版最為嚴重的前十大國家為：巴基斯坦、巴拉圭、中國、秘魯、希臘、印尼、立陶宛、厄瓜多爾、烏克蘭、馬來西亞。電影部份，超過所屬分類國家容忍率20%以上有：玻利維亞、哥倫比亞、菲律賓、泰國、中國。影音盜版風險應積極管理之。 關鍵字：影音光碟盜版風險；容忍率

本論文由三篇文章所組成，主要是討論軟體市場存在盜版下，軟體廠商可能因應的策略與政府政策為何。整篇論文的主軸與行文順序如下： 　　第一篇文章為「網路外部性，軟體盜版與廠商遊說決策」，本文主要是討論軟體獨占廠商面對家用及企業市場同時存在盜版情況下，分析軟體獨占廠商如何分配遊說金在兩市場上遊說政府取締盜版的決策及廠商在兩市場的定價策略。我們證明在取締盜版的遊說金分配策略方面，假設家用及企業市場均存在盜版情形下，企業市場存在網路外部性將影響獨占廠商的遊說決策。軟體獨占廠商將配置較高的遊說金用於遊說取締企業市場，並放任部分家用市場盜版。其次，在市場定價策略方面，當獨占廠商面臨兩市場均存在盜版的情形時，廠商將對兩市場採取差別取價，企業市場因為配置較高遊說金導致較高的成功機率，加上網路外部性的因素，對軟體的淨效用較高，獨占廠商在企業市場的定價一定高於家用市場。 　　第二篇文章為「存在網路外部性下廠商的最適軟體贈與策略」，主要是探討軟體獨占廠商同時面對家用與企業均存在盜版現象下，廠商如何透過免費贈與次級品質軟體的策略組合來使其獲利最大。當廠商在家用市場實施贈與品質比盜版好的軟體策略時，部分的正版市場被贈與軟體侵蝕而利潤減少，但也因為贈與軟體除替代盜版軟體外，因為不需使用成本，家用市場原來不使用軟體者將全部使用贈與軟體，使得總網路外部性增加因而增加企業市場利潤。因此，當網路外部性高時，廠商可能因企業市場獲利高過家用市場損失而使總利潤增加。所以當網路外部性大時，廠商利潤最大的策略組合為 (家用市場贈與，企業市場不贈與)。當廠商在家用市場實施贈與品質比盜版差的軟體策略時，免費軟體將取代部分盜版軟體，以及原來家用市場不使用軟體者，創造出最大的網路外部性使企業市場獲利增加。所以在實施贈與品質比盜版差的軟體策略時，廠商利潤最大的策略組合仍為 (家用市場贈與，企業市場不贈與)。而且因為贈與品質比盜版差的軟體不會減少家用市場利潤，而且創造出的網路外部性與贈與品質比盜版好的軟體策略下相同，因此當廠商考慮贈與軟體時，廠商在家用市場必定選擇品質較盜版軟體差的軟體贈與。 　　第三篇文章為「盜版取締、自由軟體與政府的最適補貼政策」，分析政府保護智慧財產權的公共政策除取締盜版外，尚可採行同時取締盜版與補助自由軟體使用政策，討論政府在公共政策搭配下，對智慧財產權的保護與加強市場競爭程度的效果為何。主要的結論為：第一，當政府不實施任何公共政策下，若自由軟體品質較盜版品質差，使用盜版軟體沒有任何機會成本，自由軟體將會完全退出市場。第二，在假設自由軟體品質高於盜版軟體品質下，政府增加補助自由軟體將可提高市場競爭程度。但當自由軟體品質是低於盜版軟體品質時，自由軟體的主要競爭者為盜版軟體而非正版軟體，因此政府補貼自由軟體確實可以減少盜版，達到保護智慧財產權的目標，但是卻無法影響正版軟體價格與數量，達到加強市場競爭的目標。第三，在自由軟體品質低於盜版軟體假設下，當政府的目標是社會福利最大時，政府的最適公共政策是同時實施取締盜版軟體與對自由軟體課稅而非補貼。

隨著數位科技的快速發展，消費者不當使用電腦的行為越來越多。像是不斷改良的MP3壓縮技術、低價且日漸普及的燒錄器、簡單易學的燒錄技術，都使得製作盜版或是從網路下載MP3變得輕而易舉。唱片業也因為實體的以及網路上的音樂盜版而遭受巨大的衝擊與損失。面對這重大議題，唱片業以及管理學界都想瞭解，究竟有什麼因素使得消費者從事音樂盜版行為？ 是否又存在一些因素能促使消費者購買正版唱片？ 而唱片界面對數位科技的變革，除了防制盜版，又該如何有效運用數位音樂的優勢，發展出理想的創新經營模式？ 本研究將消費者的音樂盜版行為分為兩種形式：一為購買實體的盜版音樂產品，二是燒錄唱片或透過電腦/網路下載未經授權之MP3。本研究綜合了過去學者研究個體道德決策過程、消費者軟體盜版行為、購買盜版產品行為所獲得的研究結果與理論模型，彙整出6項重要影響因素(包括：道德強度、知覺到的風險、消費者個人特質、法律知識)，再納入消費者的偶像崇拜心態、對正版音樂的滿意度以及盜版與正版的產品屬性表現，綜合探討這些因素是否與音樂盜版的態度以及行為意圖有相關性，同時研究，不同的音樂盜版型式，是否會使得上述因素的影響也產生不同的結果。而本研究重心在研究消費者的偶像崇拜心態，是否對音樂盜版行為有顯著的負相關，甚至有抑制的作用。 為凸顯偶像崇拜的作用，本研究以青少年為對象，以LISREL為分析工具，經實證結果顯示，在兩種音樂盜版行為模式中都顯示，音樂盜版此議題的道德強度、消費者所知覺到的風險與音樂盜版的整體態度有負相關；盜版與正版的產品屬性表現，與消費者音樂盜版的整體態度呈正相關；消費者對音樂盜版的整體態度，與他們對偶像的音樂產品的盜版意圖有正相關。而消費者的偶像崇拜程度，與其購買盜版唱片的整體態度以及購買偶像的盜版唱片的意圖有顯著的負相關。另一方面，消費者的法律知識、以及對正版的滿意度，都與消費者燒錄唱片或下載未經授權MP3的整體態度呈現負相關。 最後，根據上述的實證結果，針對唱片業者提供如何減少音樂盜版情形以及未來可能的創新經營模式的建議。

This thesis explores the level of focus that major media outlets in both the US and China place on the emerging issue of digital piracy. By using a predetermined coding framework to perform a discourse analysis on intellectual property rights discourse in China Daily and The New York Times, it was discovered that each publication has a unique focus and amount of coverage on particular issues, and a noticeable discrepancy in coverage was established. The amount of digital piracy-related coverage in these two publications fluctuated between the years of 2007 and 2011, during which China hosted two major world events: The 2008 Beijing Summer Olympics and the 2010 Shanghai World Expo. Surprisingly, discourse related to digital piracy specifically was not noticeably affected by either world event; rather discourse has picked up in the previous two years in greater amounts. China’s section of the USTR Special 301 Report was also analyzed using the same coding framework to determine what areas of focus were most significant within its pages. There was no noticeable correlation throughout the five years in topical focus between elite media discourse and the USTR Special 301 Report other than a significant correlation between the focus on economic-related issues in the Special 301 Report and China Daily. The influence of the Special 301 Report on media discourse was negligible, as were the reported digital piracy rates. In terms of journalistic valence, China Daily articles were generally a lot more positive about all groups that were included in this study, while The New York Times was mostly critical of China. One common thread of valence that both publications shared was that they both focused increasingly on positive business developments related to digital piracy, such as major business deals between US entertainment content providers and Chinese distributors. In terms of national image, China is trying hard to boost its impression amongst other countries by both publishing large amounts of positive articles in its international papers such as China Dailiy, but also through increasing amounts of consultation with public relations firms. A good record on the issue of digital piracy is not only important in maintaining China’s national image, but also in preserving its trade relationships with other nations such as the US, who have IPR-related topics at the core of their concerns.

隨著資訊科技的發展與網際網路的普及，音樂與電影光碟盜版的問題也逐年嚴重，然影音盜版不僅影響權利人團體，影音業者及創作者之生存，亦攸關我國智慧財產之發展，更常成為我國在國際貿易諮商上的重要課題。在種種緣由與現況下，得使國內許多產、官、學、研團體想去研究影音盜版的相關議題，以了解其嚴重程度如何，或有無較客觀合理的指標或評估方式?並進一步研擬有效方法來防範盜版問題進一步惡化，為此上述問題乃是本研究之源起。 目前所有的影音盜版研究，多著重在計算盜版率,探討盜版因素,盜版行為的心理與法制問題，皆還尚未針對影音盜版率，建構出可供學者推論的盜版率機率分配，及其他相關的數量研究，因此，本研究的主要實証方向，乃根據2004年經濟部智慧財產局(intellectual property office ministry of economic affairs,R.O.C)委託政治大學之消費者調查資料，就音樂CD、影音VCD/DVD兩部分，針對筆者有興趣之變項(性別、年齡、有無上網下載等)，(1)分別建構各自的混合分配並了解其分配間的差異與趨勢， (2)探討消費者對盜版行為的態度，(3)了解消費者對喜好的光碟所願付價格之差異，(4)建立盜版率分配的信賴帶，以及(5)針對現有的調查資料進行盜版辨別。 最後，就查緝盜版與維護智慧財產權兩方面，實證分析提供政府相關單位作為參考的依據，以求擬訂周詳且完善的措施來防範日益惡化的盜版問題。 / With the development of computer technology and widespread of internet, the piracy problem goes more serious. The piracy situation makes much influence not only on the rights of international oblige societies but also the growing of the intellectual properties in Taiwan. Moreover, it becomes the rock on the road of international commercial negotiations. Beyond the serious situation in the mean time, more researchers and relevant organizations on the island are trying to pay more attention to this important issue. This research intends to understand several questions: How is the actual situation on the piracy problem? Are there any objective evaluation ways? Are there any effective policies to prevent it from going deeper? These questions lead to this research. In the meantime, most of Audio & Video piracy research emphasized only on calculating the piracy rate, or the reasons, or the relevant psychological and law problems, but few on piracy quantitative studies. Therefore the mainly intention of this research is based on the data from the IPO(Intellectual Property Office Ministry of Economic Affairs, ROC), which is executing by National Chengchi University. As for the two parts concerning music CD and visual VCD/DVD, and the variables those I am highly interested including gender, age, education level, downloading or not. The empirical study results show as below: (1)The piracy rate distribution corresponds with the Mixed Model, that mean that it have been proportionally mixed two degenerate distribution (while X=0 and 100) with the Normal distribution. (2) On the facets of distribution differences and trends analysis, not only music CD and visual VCD/DVD, the results of the research by Mann-Whitney test and Kolmogorov-Smirnov two sample test both reveal the rising tendency of overall piracy rate. The generation of 20~29 years old is the mainly pirate group, moreover, higher education grades group does the more pirating behaviors, and lower income group intends more unauthorized copying conducts. Furthermore, along with the development of internet technology, the infringement behavior is more serious on the network connectors than the non-network downloaders. (3) Under surveying the opinions of consumers about the piracy, regardless of whether music or movies, the deviation is more serious on male than female, under 30-year-old than above, low educated than high, low income than high, pirate than non-pirate, downloaders than non-downloaders. The problem locates not only the lack of the concepts and recognition on the intellectual properties rights, but also the scarce of moral or legal limitations on the unauthorized rebuilding or downloading. But in the other curious facet, although the higher grade educated groups got more equitable standpoints on the piracy discussion, but evidenced depend upon the collected data they are also mainly the group who did the piracy behaviors more. (4) On the price range that a consumer would like to pay for, most of the pirate consumer tends to pay low price to buy the A/V goods, most of the non-pirating consumer group tends to pay general price to buy ones, and no significant difference of these two groups with high price, (5) On the facets of confidence bands on the whole music CD and visual VCD/DVD pirating rate, because of the specialties of pirating data- the higher frequency while the piracy rate values 0 and 100, so that the upper and lower bound reveals at 0 and 100. Futhermore, the confidence bands obtains from the population distribution function, therefore it’s suitable for the goodness-of-fit test. The results met the Kolmogorov-Smirnov one sample test. (6) On the data recognition facets, the logistic regression model of piracy is constructed in this research. Classification from the fitted logistic regression models, the results reveals 107 non-pirate are mis-judged to pirating behaviors, 186 pirating samples are neglected to non-pirate ones, the correct recognition rate goes high of 88 %. Key Words：Piracy Rate, Mixture Models, Mann-Whitney, Kolmogorov-Smirnov, Logistic Regression Model, Nonparametric Statistics.

「知識經濟」時代裡，知識透過流通而生成更多文化資產帶給人類價值。知識，向來就是共有共享的。但起自智慧財產權出現後，開始出現知識私有、知識買賣的情形出現。難道，是著作權(copyright)戰勝了著作義(Copyleft)？近年來全球掀起一片「告！告！告！」的熱潮，無論是美國的Napster訴訟案，還是台灣的「成大MP3」事件；還是微軟在美國的反托拉斯訴訟，或是在台灣面臨合理議價調查，都顯示「著作權」引發的相關問題蔓延全世界。 本研究將知識/文化商品視為資訊資本主義社會的生產工具，並且探討當「智慧」變成「財產」時，資本主義、國家機器爭權奪利的過程中出現的問題與爭議。研究者先就著作權的政治經濟脈絡耙梳出「著作權」不是「道德問題」，而是「經濟問題」，更是國際關係中藉以制衡弱勢小國的利器。 實證部分以1960-2002年間台灣著作權發展過程中三個衝突事件為例，包括1960年代的《大英百科全書》翻印風波、1980年代的「蘋果電腦侵權事件」，及1990年代跨國公司進入後的台灣流行音樂產業作為個案，具體驗證台灣著作權發展過程中，的確受到資本主義與國家機器及國際依賴關係的影響。最終以近年來網際網路發展蓬勃，連帶引出的著作權爭議作結，本研究除了對台灣著作權的政治經濟發展提出看法外，亦在結論中對知識/文化產業，及著作權規範的未來發展提出意見。 / Under knowledge-based economy, knowledge brings more value to human beings by spreading and then generating cultural properties. Although sharing is the essential characteristic of knowledge, there have been some arguments that knowledge is private and knowledge can be traded after the idea of intellectual property rights emerged. Does it mean Copyrights overtops “Copyleft”? In recent years, there have been more and more lawsuits related to copyrights such as Napster vs. RIAA in 1999 in the US, and IFPI vs. NCKU MP3 lawsuit in 2001 in Taiwan. Moreover, Microsoft, the worldwide leading software company, also faced US federal government’s antitrust violations prosecution, and rational price investigation by Taiwan government. All these cases indicate that copyright has caused problems all over the world. This thesis regards both the knowledge and cultural products as the producing tools of information capitalism society. It also discussed the conflicts between Capitalism and state apparatuses when “knowledge” became “property.” By examining the context of political economy in intellectual property, the author achieved two conclusions. First of all, the copyright is not a moral issue but an economic one. Secondly, in international society, copyrights have been the weapon for powerful nations to control the powerless ones. We cited three copyright conflicts in Taiwan from 1960-2002, including the reprint issue of Encyclopaedia Britannica in the 1960s, copyright violation case of Apple Computer in the 1980s, and the international pop music piracy disputes in the 1990s, the author made an empirical research to conclude that the development of copyright in Taiwan indeed was affected by the capitalism, the state apparatuses, and the international interdependency. This thesis ended with the prospective copyright issues originated from the burgeoning Internet industry. Not only did the research indicate some suggestions regard to the development of political economy in copyright, also made comments about the future development of knowledge/culture industry’s copyright regulation.

快速時尚為目前服飾零售業的主流經營理念，快速時尚服飾零售業者自時裝週伸展台上的華服汲取靈感，透過對供應鏈的設計與改良，縮短產品自設計、生產到上架的時間，販售高度客製化的流行服飾產品。同時，隨著網路購物市場持續膨脹發展，網路購物模式不斷新生，如團體合購與代買、代下標、連線等突破跨國購物障礙的中介服務。快速時尚的即時生產概念與暢通的網路通路，彷彿仿製時裝的雙翼，使之如蒲公英的種子般輕盈地飄落全球、遍地開花。 　　在仿製時裝的態樣及規模皆與過往顯著不同的當下，智慧財產權相關法律制度是否賦予原創時裝設計師保障？在專利權與商標權方面，由於時裝設計的流行性本質與新式樣專利之創作性要件有所矛盾，亦不易符合立體商標之識別性要件，且專利權與商標權須申請註冊獲核准始受保護，設計師得花費大量時間、費用及作業勞力成本，所費不貲，設計師與欲藉該二種智慧財產權維護其權益，既有難度也不適合。而在著作權方面，本研究一一檢視著作權取得要件後，則認為時裝設計為得受現行著作權法保護之客體，且不限於平面形式之時裝設計圖，立體形式同受保護，原創時裝設計師得依該法主張權利。 　　我國司法實務見解及近期行政函示亦肯定時裝設計受著作權法之保護，認定抄襲改作屬侵害他人時裝設計作品著作權之行為，就此本研究擇我國時裝設計侵權訴訟中的代表性案例，分析法院判決理由。本研究另挑選美國最新時裝設計侵權訴訟二案，進行個案分析，自該二案例顯見於法律並未明文保護時裝設計之情況下，訴訟並非有效對抗仿製時裝之手段。 　　最後，本研究以產業分析、法律分析及個案分析之研究結果為基礎，分別對政府與企業經營者提供建議：政府應釐清時裝設計產業政策走向，選擇較適我國之快速時尚服飾零售業扶植之，繼而朝有利發展快速時尚服飾零售業之方向解釋著作權法；我國快速時尚服飾零售業者應穩固基礎建設、善用網路通路，前進大中華市場；我國原創時裝設計師則應注意各國法制動態，提升商品與服務品質，並把握利用侵權訴訟宣傳行銷品牌之機會。