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1 – 10 of 60Hsiao‐Chien Tsui and Tzung‐Ming Wang
If a society does not identify with purchase of illegal goods, consumers will undertake more psychological burden when buying the goods. The purpose of this paper is to explore…
Abstract
Purpose
If a society does not identify with purchase of illegal goods, consumers will undertake more psychological burden when buying the goods. The purpose of this paper is to explore the effect of social norm of anti‐piracy on social welfare.
Design/methodology/approach
This paper uses a theoretical model to consider that although consumers will select piracy goods for the concerns of net utility, due to pressure from social norms, consumers are not wiling to purchase piracy goods.
Findings
The results show that enhancement of social norm of anti‐piracy will improve overall social welfare; however, the social norm of anti‐piracy must be limited to certain scope. Extreme social norm of anti‐piracy, in comparison to the situation without social norm of anti‐piracy, will lower overall social welfare.
Originality/value
If complete laws and strict enforcement cannot curb piracy, we can boldly assume that mature and high degree of “rule of low” is the force to restrain purchase of piracy goods. The paper examines the relations between social norm of anti‐piracy and social welfare.
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Kian Yeik Koay, Fandy Tjiptono and Manjit Singh Sandhu
Despite increasing anti-piracy legislation, digital piracy remains widespread and presents a huge barrier to the growth of creative industries globally. Hence, this study aims to…
Abstract
Purpose
Despite increasing anti-piracy legislation, digital piracy remains widespread and presents a huge barrier to the growth of creative industries globally. Hence, this study aims to examine predictors of digital piracy through the lens of an extended version of the theory of planned behaviour (TPB). Furthermore, the authors also examine the moderating effects of past experience (non-experienced versus experienced) on the relationships between the common four TPB dimensions on intention to engage in digital piracy.
Design/methodology/approach
Using a survey method, the authors collected 832 student respondents in Semarang, Indonesia. Partial least squares structural equation modelling (PLS-SEM) was performed to analyse the proposed hypotheses.
Findings
The results showed that the influence of attitude, subjective norm and moral obligation on intention is significantly different between experienced and non-experienced consumers. The positive influence of attitude on intention to engage in digital piracy is stronger for non-experienced than experienced consumers. The influence of subjective norm on intention is significant and positive for non-experienced consumers but is not significant for experienced consumers. The influence of moral obligation on intention is significant and positive for non-experienced consumers but turns negative and significant for experienced consumers.
Originality/value
This research contributed to the body of knowledge by investigating the role of past experience as a moderator in the TPB model which renders the authors to have a better understanding of the differences in the thinking process between experienced and non-experienced consumers.
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The costs of software piracy are enormous. According to Business Software Alliance, it was estimated that the software industry lost $34 billion globally due to software piracy in…
Abstract
Purpose
The costs of software piracy are enormous. According to Business Software Alliance, it was estimated that the software industry lost $34 billion globally due to software piracy in 2005. The present study was an exploratory attempt to analyze software piracy at individual level, using a qualitative approach.
Design/methodology/approach
A qualitative research study with few, if any, theoretical preconceptions would seem to be justified in the Asian context. An internet online survey and a content analysis of internet newsgroups were conducted. Data were transcribed, coded and interpreted so as to generate main predictors of the reported leniency toward software piracy.
Findings
Using extensive qualitative data from two studies, marketing, individual and situational variables are examined as a set of predictors of respondents' reported leniency towards software piracy. The results of the content analysis suggested that the cost of original software was extremely important in software piracy. Respondents commented that excessive price of original software was the key factor pushing them to commit piracy.
Originality/value
This is the first piece of qualitative research to study software piracy. The results of the content analysis suggested that the cost of original software was extremely important in software piracy. It provides new insights to software companies and government officials who are developing programs to promote the concept of anti‐piracy.
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Celso Augusto de Matos, Cristiana Trindade Ituassu and Carlos Alberto Vargas Rossi
The purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to help…
Abstract
Purpose
The purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to help companies understand the main factors influencing consumer behavior toward counterfeits and create effective anti‐piracy strategies.
Design/methodology/approach
An integrated model is proposed following the studies by Ang et al. and Huang et al. A survey with 400 consumers was conducted in the Brazilian market and the Structural Equation Modeling technique was used to test the hypothesized relationships.
Findings
The main contribution of the paper is to show that consumer intentions to buy counterfeited products are dependent on the attitudes they have toward counterfeits, which in turn are more influenced by perceived risk, whether consumers have bought a counterfeit before, subjective norm, integrity, price‐quality inference and personal gratification. The paper reinforces the mediator role of attitude in the relationship between these antecedents and behavioral intentions. Moreover, previous experience with counterfeits consumption does not have a direct effect on behavioral intentions, but only an indirect effect through attitude.
Practical implications
The paper contributes to inform policy makers and managers of brands about the main predictors of consumer's attitudes toward counterfeits. In this way, ads intended to discourage consumption of counterfeits could use the perceived risk as the main message appeal.
Originality/value
This paper investigates the key antecedents and consequences of consumer attitudes toward counterfeits by integrating and testing two recent models dealing with this subject in the marketing literature.
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Carmen Camarero, Carmen Antón and Javier Rodríguez
The purpose of this paper is to analyse the driving factors of e-books’ illegal downloading and price acceptance from a theoretical perspective that embraces ethical and…
Abstract
Purpose
The purpose of this paper is to analyse the driving factors of e-books’ illegal downloading and price acceptance from a theoretical perspective that embraces ethical and technological aspects. The diffusion of e-readers and tablets has led to a spate of pirated copies of books.
Design/methodology/approach
The proposed model holds that normative and value consciousness, as well as the self-efficacy, the usefulness and the use of the new technology, are determinants of the trend towards free downloads and the maximum acceptable price for e-books. Data are collected from a sample of 227 users of e-book reader devices.
Findings
The results provide evidence that individuals are inclined towards piracy when they use and control the technology, whereas value consciousness mitigates illegal downloading and is basic to the individuals’ acceptance of a higher price.
Implications
Bearing in mind that the spread of electronic devices has led to an increase in downloads, raising awareness of the norms among individuals is essential if piracy is to be curtailed. In addition, actions aimed at endowing electronic books with value would encourage consumers to pay a higher price for them.
Originality/value
Few attempts have been made to apply ethics theories and the technology acceptance model to the context of e-books’ piracy, and even less effort has been devoted to analyse consumers’ price acceptance in the e-book industry.
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Ian Phau and Johan Liang
The purpose of this paper is to investigate how personal and social factors influence attitudes towards downloading pirated games from the internet. It also examines the…
Abstract
Purpose
The purpose of this paper is to investigate how personal and social factors influence attitudes towards downloading pirated games from the internet. It also examines the moderators between attitudes and intention to download pirated digital video games.
Design/methodology/approach
The research was conducted using convenience samples in a large university in Western Australia. The data were analysed mostly through regression models.
Findings
Self‐efficacy, affect and moral judgement have significant influences upon attitudes towards downloading pirated games from the internet. Conversely, habits, facilitating conditions and social factors do not have significant influences upon attitudes towards downloading pirated games from the internet. In addition, attitudes towards downloading pirated digital video games from the internet have a significant influence upon the intention to download pirated digital video games from the internet. It is also found that the level of internet usage, the level of internet time spent and the internet speed do not moderate the relationship between attitudes and intention to download pirated games from the internet.
Research limitations/implications
The major limitation is the use of a convenience sample. Therefore, future research should replicate and extend this study by using more valid random samples. In addition, qualitative approach, field experiment and foolspeed campaign analysis need to be considered to gain a better understanding of why internet users indulge in games piracy.
Practical implications
Authorities should create awareness campaigns about digital video games piracy to alert the public about the risk of being caught and the consequence of unethical behaviour. Managers, marketers and policy makers should collaborate to combat piracy to prevent illegal downloading of free pirated games in the future.
Originality/value
The paper assesses the impact of six antecedents and the attitudes towards downloading pirated digital video games from the internet that will lead to the intention to download pirated digital video games from the Internet.
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Peter Williams, David Nicholas and Ian Rowlands
The purpose of this paper is to summarise and evaluate the literature on digital consumer behaviour and attitudes towards digital piracy.
Abstract
Purpose
The purpose of this paper is to summarise and evaluate the literature on digital consumer behaviour and attitudes towards digital piracy.
Design/methodology/approach
The paper presents a review and synthesis of the academic literature on the subject, using the authors' unique “pro‐forma” approach to the evaluation of individual papers.
Findings
A major limitation in the studies reported became apparent. They are almost exclusively concerned with the behaviours and attitudes of young people. There is a dearth of studies looking at demographic differences, and also a lack of longitudinal work. Given these constraints, the literature strongly suggests that social and situational factors impact on the likelihood of illegally obtaining digital content more than ethical considerations. Anonymity is a strong indicator, “de‐individualising” people and releasing them from traditional societal constraints and making the digital world far different from the physical one. The literature is ambiguous on whether punishment acts as a deterrent.
Practical implications
The main point that comes out of these studies is that the digital world is not the same as the physical world. It is changing basic assumptions about the idea of ownership, sharing, and copying content. Laws prohibiting all unauthorised downloading potentially criminalise millions of people, so new and creative business models are needed to resolve the problem.
Originality/value
The authors believe this to be the first systematic review of current literature in this area since the issue became topical with the Pirate Bay trial and the Government's Digital Britain report.
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Meenakshi Handa, Parul Ahuja and Swati Jain
Along with their immense benefit, online channels of communication and information-sharing also present a myriad set of challenges. The unauthorized downloading and sharing of…
Abstract
Purpose
Along with their immense benefit, online channels of communication and information-sharing also present a myriad set of challenges. The unauthorized downloading and sharing of copyrighted content such as music and movies is one such issue. This study aims to examine the factors related to the unauthorized downloading of content amongst young internet users in an emerging market.
Design/methodology/approach
An online structured questionnaire was used to collect primary data from 219 internet users between 17 and 24 years of age. The partial least squares structural equation modelling was used to analyse the primary data.
Findings
The study findings report that monetary savings and social influence are the main drivers underlying the propensity to engage in unauthorized downloading amongst young adults. Perceptions of harm caused to artists and producers appear to be a deterrent. Though the respondents perceive the quality of content downloaded from unauthorized sites to be less than desirable, and there is also a higher perceived threat from viruses, this does not appear to deter unauthorized downloading behaviour amongst this segment of consumers.
Research limitations/implications
Combating unauthorized downloading and other forms of questionable online behaviours is a challenge for multiple stakeholders. Consumption of unauthorized digital content is examined in the context of online consumers whose demographic profile is often associated with this category of questionable behaviour. The study adds to the extant understanding of the aetiology of what are often considered online unethical and illegal behaviours and makes both practical and theoretical contributions to the subject field.
Originality/value
The study examines an important aspect of rapidly evolving internet technologies. The internet provides a veil to individuals engaging in unethical online activities. Despite the existence of laws declaring these activities to be illegal, instances of copyright violations of music and movies abound. The insights regarding the drivers and deterrents of a form of online unauthorized activity are used to present a set of strategies aimed at addressing such behaviours.
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Daiane Scaraboto, Stefânia Ordovás de Almeida and João Pedro dos Santos Fleck
The purpose of this study is to explain how online brand communities work to support the denormalization of controversial (i.e. illegal yet normalized) gaming practices.
Abstract
Purpose
The purpose of this study is to explain how online brand communities work to support the denormalization of controversial (i.e. illegal yet normalized) gaming practices.
Design/methodology/approach
This qualitative study was characterized by long-term immersion in an online brand community for Brazilian Xbox gamers. The dataset includes online and offline interactions with community members, interviews, and online archival data.
Findings
This study shows how online brand community members promoted legal gaming in a market where piracy was prevalent. It demonstrates how community members worked to establish coherence; engaged in cognitive participation; developed collective action that extended beyond the community; and reflected on their own work.
Research limitations/implications
This study identifies online brand communities as a potential ally in combating controversial practices in online gaming; complements individual and behavioral approaches in explaining why consumers adopt controversial practices in online environments; and adds a normalization framework to the toolkit of Internet researchers.
Practical implications
This study identifies ways in which the potential of online brand communities can be leveraged to reduce consumer adherence to controversial gaming practices through denormalizing these and normalizing alternative practices that may be more desirable to companies and other stakeholders.
Originality/value
This long-term, qualitative study inspired by normalization process theory offers an innovative perspective on the online practices of consumers who engage with a brand in ways that create value for themselves and for the brand.
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Yu-An Huang, Chad Lin, Hung-Jen Su and Mei-Lien Tung
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…
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.
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