Kartas and Goode (2012)
|Kartas and Goode (2012)|
|Title:||Use, perceived deterrence and the role of software piracy in video game console adoption|
|Author(s):||Anastasiou Kartas, Sigi Goode|
|Citation:||Kartas, A and Goode, S (2012) Use, perceived deterrence and the role of software piracy in video game console adoption. Information Systems Frontiers, Volume 14(2), pp 261 - 277|
|Key Related Studies:|
|About the Data|
|Data Description:||Initially, the authors conducted four focus groups consisting of five people each, with two groups being adopters of video games consoles and the remaining two as non-adopters. Having identified relevant themes through these focus groups, the authors then followed with a survey questionnaire (resulting in 306 respondents). In both the focus groups and survey respondents, participants were disproportionately in a young age group (under 25), with roughly equal gender splits.
A model framework based on rational choice theory was then applied to study the motivation of participants in undertaking software piracy (largely based on attitudinal factors and cost/benefit analysis). The relevant hypothesis reads: “adopters with greater usage intensity have different perceptions of deterrence to non-adopters”.
|Data Type:||Primary data|
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|Data Collection Methods:|
|Data Analysis Methods:|
|Cross Country Study?:||No|
|Government or policy study?:||No|
|Time Period(s) of Collection:|
“This paper is an exploratory study into the role of software piracy in the decision to adopt a video game console. The paper takes a rational choice perspective, where actors evaluate the deterrent cost of moral transgression before acting, to explore how users with different levels of video game usage intensity approach the adoption decision, on the grounds that more experienced users can better assess the costs and benefits of moral transgression. The study used focus groups and a literature review to develop a set of factors based on the Theory of Planned Behavior. The resulting factors were operationalized in an online survey of 285 subjects of a variety of ages and incomes. The ability to pirate console software was significant for adopters but not non-adopters. Perceived deterrence was associated with greater system use, as measured by hours of console use per week.”
Main Results of the Study
A correlation is evident between the adoption of video games consoles and the capacity of that console to run pirated software. This suggests that the desire to run pirated software is a potential driver of adoption choices, rather than simply a product of its use post-purchase.
Nonetheless, the influence of communal value, family and friends may potentially be more significant in determining piracy behaviours in the games console context. Anecdotal evidence supplied in the survey results of this study suggests that friends, family, and social networks (e.g. networks dedicated to the supply of pirated software) may be more readily influencial in dictating "controls" to the consumer. The authors therefore suggest that piracy behaviour is learned, and less an “endemic” behaviour.
Deterrence systems built into consoles (e.g. DRMs) may also influence consumer choice in adopting a console; the more restrictive, the less likely they will be selected (particularly if the restrictions impact use of legitimately acquired content). The perceived high costs of transgression of these deterrence systems is correlated with intensity of use of a system (e.g. high hours of use per week) suggesting that those who use consoles less are least likely to jump through the “loopholes” required to pirate software.
Policy Implications as Stated By Author
The study does not make any explicit policy recommendations, and instead provides some suggestions for video game console vendors as to how to limit software piracy behaviour. Firstly, given the correlation between attitudes of family and friends, marketing strategies may focus on branding consoles to a “family unit”. Secondly, differences between deterrence mechanisms and high/low-intensity users suggests alternative anti-piracy methods may be required for each group.