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Consumers’ attitude and behavior towards online music piracy and subscription-based services

Ludovica Cesareo (Management Department, Sapienza University of Rome, Rome, Italy)
Alberto Pastore (Management Department, Sapienza University of Rome, Rome, Italy)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 4 November 2014

Abstract

Purpose

This paper analyzes consumers’ attitudes and behaviors towards online piracy and their willingness to try subscription-based music services. The objective is to develop and test an attitude-intention model which includes ethical considerations in consumers’ decision making process regarding music consumption.

Design/methodology/approach

The study analyzes 505 consumer questionnaires using a structural equations model.

Findings

Attitude toward online piracy is positively determined by economic and hedonic benefits and negatively by moral judgment. A favorable attitude toward online piracy, in turn, negatively influences consumers’ willingness to try subscription-based music services, which is also directly determined by their interest and involvement with the services themselves.

Research limitations/implications

The limitations of the paper are linked mainly to the adapted scales, to the analysis of just two subscription-based music services (Napster and Spotify) and to the fact that all respondents came from one country.

Practical implications

The results call for a greater commitment by music industry actors to educate consumers about the consequences and implications of online music piracy, while also stressing the value added and hedonic benefits offered by subscription-based music services.

Originality/value

This paper is the first to focus on consumers’ propensity toward online piracy and their willingness to try subscription-based music services as a possible alternative to the phenomenon, through the development and test of an attitude-intention model that includes ethical considerations.

Keywords

Citation

Cesareo, L. and Pastore, A. (2014), "Consumers’ attitude and behavior towards online music piracy and subscription-based services", Journal of Consumer Marketing, Vol. 31 No. 6/7, pp. 515-525. https://doi.org/10.1108/JCM-07-2014-1070

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited