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I worship, so I download? Idol worship, music purchase and piracy by young consumers in Taiwan

Yu-An Huang (Department of International Business Studies, National Chi Nan University, Puli, Taiwan)
Chad Lin (Faculty of Health Sciences, Curtin University, Perth, Australia)
Hung-Jen Su (Department of Business Administration, National Chung Cheng University, Min-Hsiung, Taiwan)
Mei-Lien Tung (Department of International Business Studies, National Chi Nan University, Puli, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 12 January 2015

Abstract

Purpose

The purpose of this paper is to examine the effect of parental and peer norms on idol worship as well as the effect of idol worship on the intention to purchase and obtain the idol’s music products legally and illegally.

Design/methodology/approach

A stratified, two-stage, cluster sampling procedure was applied to a list of high schools obtained from the Ministry of Education in Taiwan. A return rate of 80 per cent yielded 723 usable questionnaires, the data from which were analysed by the LISREL structural equation modelling software.

Findings

The results suggest that both social worship and personal worship have a significant and positive impact on the intention to purchase music. However, personal worship has a negative impact on the intention to pirate music while social worship appears to strengthen it.

Research limitations/implications

The findings suggest that idol worship is more complex than previously understood. The constructs chosen in this research should be seen only as a snapshot but other variables such as vanity trait, autonomy, romanticism or involvement are not taken into account. Future studies would benefit from inclusion of these variables and a wider geographical scope.

Practical implications

The findings contain many implications to help marketing executives and planners better revise their existing marketing and communication strategies to increase their revenue.

Originality/value

Existing research has tended to examine the impact of idol worship as a whole on the reduction of music piracy, but overlook the two-dimensional aspects of idol worship, hence ignoring the fact that many music firms have not properly utilised idol worship to deal with the challenges associated with music piracy. The findings broaden existing understanding about the causes of two different dimensions of idol worship and their different impacts on the intention to music piracy.

Keywords

Citation

Huang, Y.-A., Lin, C., Su, H.-J. and Tung, M.-L. (2015), "I worship, so I download? Idol worship, music purchase and piracy by young consumers in Taiwan", Asia Pacific Journal of Marketing and Logistics, Vol. 27 No. 1, pp. 99-126. https://doi.org/10.1108/APJML-03-2014-0050

Publisher

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Emerald Group Publishing Limited

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