Coyle, Gould, Gupta and Gupta (2009)
|Coyle, Gould, Gupta and Gupta (2009)|
|Title:||"To buy or to pirate": The matrix of music consumers' acquisition-mode decision-making|
|Author(s):||Coyle, J. R., Gould, S. J., Gupta, P., Gupta, R.|
|Citation:||Coyle, J. R., Gould, S. J., Gupta, P., & Gupta, R. (2009). “To buy or to pirate”: The matrix of music consumers' acquisition-mode decision-making. Journal of Business Research, 62(10), 1031-1037.|
|Link(s):||Definitive , Open Access|
|Key Related Studies:|
|Linked by:||Hansen and Walden (2012)|
|About the Data|
|Data Description:||A sample consisted of 204 undergraduate students drawn from the population of a large Midwestern University.|
|Data Type:||Primary data|
|Secondary Data Sources:|
|Data Collection Methods:|
|Data Analysis Methods:|
|Cross Country Study?:||No|
|Government or policy study?:||No|
|Time Period(s) of Collection:||
The decision to engage in music piracy may be preceded by consumer consideration of a range of issues. The determinants of such piracy as embedded in a large matrix of acquisition-mode decision factors relevant to exchange theory, including economic, legal, ethical, network and consumer behavior aspects, are investigated here. This matrix depicts numerous interrelated factors and makes assessing the decision-making process regarding music piracy more contextual than previously considered. A study of 204 American business students was conducted to test this matrix and assess the impact of the various factors. Implications and future research regarding this decision-making matrix and exchange theory are provided. The significant factors predict whether an exchange takes place between music consumers and the music industry.
Main Results of the Study
This article shows that:
- male respondents, younger respondents, and respondents with less household income were more likely to intend to pirate music.
- It also shows that respondents who had pirated in the past, who indicated an increase in the amount of music they were downloading legally, and whose level of music purchase had decreased, were more likely to intend to pirate music.
- Ultimately, People who do not consider piracy to be an important ethical or legal issue, who distinguished between different kinds of music piracy when considering the ethicality of piracy, who believed consumers, musicians, and record labels benefited from music piracy, and who perceive little risk in engaging in music piracy, were more likely to indicate an intention to pirate music.
Policy Implications as Stated By Author
- The recording industry might develop communications that emphasize specific ramifications (e.g., piracy is particularly harmful to up-and-coming artists) to piracy and benefits to participating in legal music downloading (e.g., sample music at low cost).
- It might use lesser-known musicians to explain how piracy hurts their ability to make a living may be more effective.
Coverage of Study
|Level of aggregation:||University students|
|Period of material under study:||2009|