Deterrence and defiance as responses to copyright enforcement policies of digital content: appraisal tendency perspective

Abstract

Purpose Today, digital piracy remains a growing challenge for legislators and businesses operating in the entertainment industry. For these reasons, policymakers place significant efforts in reducing piracy activities through copyright enforcement policies. Yet, the effectiveness of these frameworks remains questionable since empirical evidence offers countervailing insights. For these reasons, this study adopts a demand-side approach to investigate how users' emotional reactions to the copyright enforcement policy influence their digital piracy-related judgments and intention. Design/methodology/approach The author used a scenario-based approach to test the hypotheses and surveyed 262 users who actively stream movies and TV shows. Findings By drawing on the appraisal tendency framework, the author finds that among individuals experiencing fear due to the copyright enforcement policy, there is a decreasing intention to continue using illegal streaming services. On the contrary, individuals experiencing indignation are more likely to have increased intention to use illegal streaming services. On top of this, we reveal indirect effects by mediating individuals' vulnerability to sanctions (fear path) and subjective norms (indignation path) as judgments cues. Originality/value The author contributes to digital piracy literature in two ways with the study. First, the author unfolds the affective background that explains the emergence of deterrence or defiance effects when users respond to the copyright enforcement policy. Thus, the author shows that fear is a trigger for decreasing while indignation increases the usage of illegal streaming services. Second, through the appraisal tendency framework, the author enriches the literature by theorizing and providing empirical evidence on how previously established vulnerability to sanctions and subjective norms reinforce affective influences on encouraging or discouraging digital piracy intentions. Overall, the findings also provide policymakers with original insights on designing their copyright enforcement tools to combat digital piracy further.

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