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Consumer digital piracy behaviour among youths: insights from Indonesia

Consumer digital piracy behaviour among youths: insights from Indonesia PurposeThe 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/approachUsing 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.FindingsThe 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/valueThe results of this study will provide some insights to government and digital industries on how to reduce the prevalence of digital piracy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Consumer digital piracy behaviour among youths: insights from Indonesia

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1355-5855
DOI
10.1108/APJML-11-2015-0163
Publisher site
See Article on Publisher Site

Abstract

PurposeThe 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/approachUsing 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.FindingsThe 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/valueThe results of this study will provide some insights to government and digital industries on how to reduce the prevalence of digital piracy.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Nov 14, 2016

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