Consumer digital piracy behaviour among youths: insights from Indonesia
- 14 November 2016
- journal article
- research article
- Published by Emerald in Asia Pacific Journal of Marketing and Logistics
- Vol. 28 (5), 898-922
- https://doi.org/10.1108/apjml-11-2015-0163
Abstract
Purpose: The purpose of this paper is to examine the antecedents of consumers’ attitude towards, and intention to commit, digital piracy in Indonesia, a country with the world’s fourth largest population and one of the highest digital piracy rates. This study explored the effects of six variables derived from the theory of planned behaviour, ethics theory, and deterrence theory on young consumers in Indonesia. Design/methodology/approach: Using a convenience sampling approach, researchers hand delivered 400 questionnaires to undergraduate students at one large private university and one major public university in Yogyakarta, Indonesia. Findings: The results showed that consumers’ intention to pirate digital products was strongly influenced by consumers’ attitude towards digital piracy. Interestingly, fear of legal consequences and perceived likelihood of punishment were not significant predictors of consumers’ attitude towards digital piracy. This suggests that the principles of deterrence theory have a limited impact on consumers’ attitudes in Indonesia. Originality/value: The results of this study will provide some insights to government and digital industries on how to reduce the prevalence of digital piracy.Keywords
This publication has 76 references indexed in Scilit:
- Illegal Downloading, Ethical Concern, and Illegal BehaviorJournal of Business Ethics, 2011
- DVD pirating intentions: Angels, devils, chancers and receiversJournal of Consumer Behaviour, 2011
- Theory of Planned Behavior and Ethics Theory in Digital Piracy: An Integrated ModelJournal of Business Ethics, 2010
- Investigating Software Piracy in Jordan: An Extension of the Theory of Reasoned ActionJournal of Business Ethics, 2010
- Predictors of Usage Intentions of Pirated SoftwareJournal of Business Ethics, 2009
- Predicting the Use of Pirated Software: A Contingency Model Integrating Perceived Risk with the Theory of Planned BehaviorJournal of Business Ethics, 2009
- The Joint Moderating Impact of Moral Intensity and Moral Judgment on Consumer’s Use Intention of Pirated SoftwareJournal of Business Ethics, 2009
- Piracy of digital products: A critical review of the theoretical literatureInformation Economics and Policy, 2006
- The theory of planned behaviorOrganizational Behavior and Human Decision Processes, 1991
- On the evaluation of structural equation modelsJournal of the Academy of Marketing Science, 1988