Determinants of Consumer Intention to Pirate Digital Products

Budi Setiawan, Fandy Tjiptono


Digital products, such as software, music, videos, books, and pictures, are vulnerable to digital piracy. The losses
caused by pirated digital products have been increasing over years in Indonesia. Long histories of intellectual
property rights protection are unable to suppress the piracy behavior. Several studies have been conducted to
examine factors affecting consumer intention to pirate digital products. However, a systematic study on
consumer intention to commit digital piracy in Indonesia is still limited. The present study aims to address the
under-research issue.
The current study is a modified replication of Yoon’s (2011) research. Self-administered questionnaires were
distributed to 218 students at several universities in Daerah Istimewa Yogyakarta (DIY), Indonesia. Ten research
hypotheses were tested using multiple regression analyses. The results indicate that three of the ten hypotheses
were not supported, while one hypothesis could not be examined due to its failure to pass a reliability test.
Attitude towards digital piracy positively affects consumer intention to commit digital piracy, while moral
obligation is a negative predictor of the dependent variable. Subjective norms and perceived behavioral control
were found to have insignificant impacts on intention to pirate digital products.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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