Understanding illegal music downloading in the UK: a multi‐attribute model

Purpose – This study aims to examine the role of product attributes, applying the multi‐attribute model, on consumers' decisions to download digital music via unauthorised sources in the UK.Design/methodology/approach – The data were collected through an online survey. Consumer choice was measured through three sets of questions built on Likert scales to identify individuals' evaluation of importance placed on the eight attributes, when making a choice, and level of satisfaction with those, both for purchasing and downloading. Two logistic regression models are developed using background characteristics and responses to these three sets of questions. The consumer choice between purchasing digital music and downloading through unauthorised channels was analysed in regards to eight product‐specific attributes.Findings – The results show that illegal downloaders expect a similar utility from both channels, while others tend to have a more positive attitude towards their chosen channel (i.e. purchasing). Back...

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