隨著科技的進步，消費者可以取得音樂的手法變多了。特別是2005年免費的影音分享平台(如：youtube)的興起，更是帶給消費者不需付出代價就可聆聽到音樂的福利。雖然該平台中充斥者許多未經授權的影音檔案，但是現行法律只針對上傳或下載檔案者開罰，聆聽者卻不需付上法律代價。可見聆聽未授權歌曲的行為除了我們傳統認知下載音樂或是分享就是非法以外，已不能單純以違法行為來看待；更精確的說法為這是一項具有爭議性，甚至道德性的行為。與全球線上音樂快速的發展相比，台灣的線上音樂發展實屬緩慢。究竟是否正因消費者只想聆聽未授權歌曲而不願購買合法線上音樂，造成線上音樂無法快速發展？相信這也是相關業者想要知道的答案。
從過去文獻中發現：對使用未授權線上音樂之態度確實會對產品之購買意願產生影響。因此本研究透過文獻整理找出了三個影響聆聽未授權歌曲態度的關鍵因素，這三個變數分別隸屬於不同層面：現行線上音樂特性(市場現實面)、一般消費倫理(個人因素面)及社會對聆聽未授權歌曲之共識(社會影響面)。期能更完整的勾勒出消費者從事此種具爭議行為的全貌。同時也驗證對聆聽未授權歌曲之態度是否會顯著地影響消費者對線上音樂之購買意願。
為了達成此研究目的，本研究共發放200份問卷，有效問卷共190份。透過迴歸分析之結果發現：聆聽未授權歌曲的態度線上音樂確實會對線上音樂購買意願產生影響，當消費者愈不支持聆聽未授權歌曲時，其購買線上音樂之意願也相對較高。而線上音樂之功能齊全性、一般消費倫理之不接受貪小便宜及社會對聆聽未授權歌曲之共識之規範信念與規範依附皆會正向顯著地影響消費者聆聽未授權歌曲之態度。

The progress of science and technology allows people to easily acquire music in different ways. Free shared platform (such as youtube) appears to give the rights to users to lots of music on the platform for free. Many music or music video on the platform are unauthorized, but according to the present law in Taiwan, only upload or download of unauthorized music on the platform will be punished. Therefore, listening to unauthorized music cannot be seen as an illegal action only but a questionable or so-called moral action. In comparison with the global market, the development of legal online music in Taiwan is quite slow. Hence, whether consumers listen to unauthorized music is the killer of Taiwan’s legal online music? Or are there still other reasons? It is also the answer enterprises seek to find.
According to the literature review, the attitude toward using an unauthorized product will affect the purchase intention to that product. Three important factors are employed (Current Product Characteristic, General Consumer Ethics and Consumer Ethics toward Specific Products) as dependent variables to explore the cause of the attitude toward using an unauthorized product. The relationship between attitude toward listening unauthorized music and legal music purchase intention will be re-tested.
To satisfy the goals of this study, two hundred questionnaires are distributed and the response rate attained is 95% with 190 valid questionnaires retrieved. The empirical results achieved from the linear regression analysis shows attitude toward listening unauthorized music will affect online music purchase intention. The findings of the study indicate all dependant variables will influence attitude toward listening to unauthorized music.

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