Predicting consumer digital piracy behavior

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 technica...

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