本文以马丁.费舍宾的多属性态度模型为参考模型,采用Sproles等人编制的完美风格量表以及自行设计的三个量表对北京市323名大学生进行测量。研究发现,大学生购买群体中,正版光碟购买者在对事物的态度各维度上对正版光碟更加积极,对销售和购买盗版光碟的行为以及后果的态度更加消极;但两者都很认同租借行为;两者的完美风格上并没有显著差异;在各人口统计学变量上也没有差异。 This article takes Martin Fischer binomial attitude model as the reference model, and uses the perfect style scale compiled by Sproles et al. And three self-designed scales to measure 323 college students in Beijing. The study found that among the college purchase groups, the purchasers of genuine CDs are more positive on genuine CDs in all aspects of their attitudes towards things, and their attitudes towards the behavior and consequences of selling and buying pirated CDs are even more negative. However, both agree with the lease. There was no significant difference in the perfect style between the two; there was no difference in demographic variables.