商業軟體聯盟發佈2008年全球軟體盜版率調查報告，台灣因軟體盜版所造成經濟損失金額達到64.5億台幣，造成台灣競爭力下降。根據過去的研究發現，道德宣導可以阻止軟體盜版行為的發生。而過去學者研究也發現，態度會影響行為，加強教育宣導有助於改善盜版行為。因此本研究擬採取準實驗法來探討不同的智慧財產權宣導方式對學齡兒童智慧財產權態度所產生的影響，來找出較佳的宣導方式，作為各界宣導智慧財產權時之參考。本研究抽取三個班為研究對象，其中兩班為實驗組以不同宣導方式宣導智慧財產權，另一班為對照組不做任何宣導。利用量表測量實驗組與對照組宣導前、宣導後及宣導一段時間後之智慧財產權態度並採共變數分析來分析資料。 研究結果顯示，多媒體宣導方式與講述宣導方式對學齡兒童社會重要性態度、盜版軟體態度與購買行為態度產生立即效果。多媒體宣導方式對學齡兒童一段時間後盜版軟體態度有顯著影響，因此多媒體宣導方式比講述宣導方式對學齡兒童產生較長久的影響。 According to the 2008 report on global software piracy rate released by the Commercial Software Alliance, Taiwan has suffered an economic loss amounting to 6.45 billion NTD and a decrease on competitiveness as a result of software piracy. Previous studies suggest that moral propaganda could prevent software pirating behaviors. Other studies also indicate that attitudes affect behaviors, and enhancing moral education is helpful for alleviating piracy problems. Therefore, this study aims to use quasi-experiment method to discuss how various intellectual property propagandas affect school age children’s attitudes towards intellectual property rights, and propose a better way for schools and institutions to propagandize. This study selected students from three classes as respondents. Two classes were experimental groups, and received propaganda on intelligence property rights, while one class was the control group, and had no access to information about intelligence property rights. After the experiment, surveys were conducted to find out the differences in their attitudes towards intellectual property rights prior to, during and after propaganda. Data analysis method was ANCOVA. Results revealed that multimedia propaganda and propaganda lecture have immediate effects on school age children’s attitudes toward social importance, pirated software, and purchasing behaviors. After a period of propagandizing, multimedia propaganda has significant effects on school age children’s attitudes. Therefore, multimedia propaganda has more endured effects on school age children than propaganda lecturing.
