An Analysis Of The Motivation And Behavior Influencing Factors Of College Students’ Watching Pirated Films And TV Works On The Internet

With the rapid development of China’s economy,the national living standard has been significantly improved,and people’s life style has become more and more diversified.From the former focus on material to the present focus on spiritual enjoyment,watching and painting plays has become an indispensable activity for people’s daily entertainment and recreation,and the rapid development of online video,but film and television piracy has been running through the development of online video,in recent years It’s getting worse.The spread of online pirated film and television not only causes huge losses to producers and video platforms,but also is not conducive to building a healthy and harmonious socialist society from the social moral level.As the main force of the Internet age,college students are also the main force of China’s economic development in the future.Their own behavior of watching pirated film and television resources is extremely unfavorable to the development of Internet video and large screen movies in the future.Therefore,it is necessary to explore the motivation and influencing factors of College Students’ watching pirated film and television on the Internet.Based on the theory of "use and satisfaction",this paper discusses the motivation of college students to watch pirated movies and TV programs,and divides the motivation of college students to watch pirated movies and TV programs into satisfying their own entertainment needs,economic needs and psychological needs.In addition,based on the theory of planned behavior,combined with China’s unique network environment,this paper constructs a structural equation model for the increasingly rampant spread of pirated film and television.The empirical results show that: perceived income and price have a significant impact on College Students’ attitudes towards online pirated films and TV programs,attitude,social atmosphere,convenience of online communication and other factors also have a huge impact on their behavioral intentions to watch online pirated films and TV programs,but perceived risk,subjective norms,habits,personal preferences have no significant impact on College Students’ behavioral intentions.According to the conclusion of the analysis,some suggestions are put forward to prevent college students from watching pirated movies and TV programs.