Article2012

Predicting consumer digital piracy behavior

Irena Vida · Mateja Kos Koklič · Monika Kukar‐Kinney · Elfriede Penz

53 citations0/0 files storedJournal of Research in Interactive Marketing

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Abstract

Purpose The purpose of this paper is to investigate consumer perceptions of personal risk and benefits of digital piracy behavior as determinants of one's justification for such behavior and the consequent future piracy intention. Temporal effects of rationalization in shaping future piracy intent are also addressed. Design/methodology/approach A conceptual model was developed using counterfeiting and piracy literature. Data were gathered via mail and online survey of adults in five European Union countries. The model was tested on pooled sample using confirmatory factor analysis and structural equation modeling. Findings Rationalization mediates the relationship between perceived benefits and piracy intention, but not between perceived risk and intention. Both perceived risk and benefits affect piracy intent, with risk reducing it and benefits increasing it. Rationalization of past behavior increases future digital piracy intent. Research limitations/implications Risk measure was limited to technical problems, thus future studies should examine a wider scope of risk dimensions. The cross‐sectional design of the study also creates some limitations. A longitudinal methodology could provide a better insight into sequencing of rationalization. Social implications Marketing communications should increase public awareness of risks and reduce perceived piracy benefits to reduce future piracy intent. Public persuasion activities should counter the arguments consumers use to rationalize their piracy behavior. Originality/value This research fills in a void in knowledge on how expected consequences drive rationalization techniques, particularly with respect to future piracy intent. A realistic data set drawn from adult population in five countries is used, enhancing external validity.

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2014Three-Level Mechanism of Consumer Digital Piracy: Development and Cross-Cultural Validation 2020Self‐concept, individual characteristics, and counterfeit consumption: Evidence from an emerging market 2020Digital piracy among consumers in a developing economy: A comparison of multiple theory-based models 2015Anticounterfeiting Strategies and Their Influence on Attitudes of Different Counterfeit Consumer Types 2023Anti-counterfeiting advertisements for luxury brands in the post pandemic era: Roles of message type, visual presentation mode, and self-construal

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