Taylor, Ishida and Wallace (2009)
|Taylor, Ishida and Wallace (2009)|
|Title:||Intention to engage in digital piracy a conceptual model and empirical test|
|Author(s):||Taylor, S. A., Ishida, C., Wallace, D. W.|
|Citation:||Taylor, S. A., Ishida, C., & Wallace, D. W. (2009). Intention to engage in digital piracy a conceptual model and empirical test. Journal of Service Research, 11(3), 246-262.|
|Link(s):||Definitive , Open Access|
|Key Related Studies:|
|Linked by:||Jacobs, Heuvelman, Tan and Peters (2012), Taylor (2012), Wang and McClung (2012)|
|About the Data|
|Data Description:||Data were collected through an online survey. A total of 10,297 e-mail invitations to participate in the study were sent concerning movies, and 10,296 were sent concerning music. Response rates were 15.6% for movies and 15.3% for music. Analyses were conducted only for those participants who stated that they were “100% truthful” in their responses. This led to a final usable response rate of 8.3% (N=857) for the movies sample and 8.5% (N=874) for the music sample. Total N= 1371.|
|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:||
Digital piracy represents a significant threat to the marketers of digital service products. Industry efforts to attenuate the practice, often deterrent in nature, have largely failed. We propose that one reason for this failure is the absence of a commensurably accepted model of the social psychological foundations underlying digital piracy behaviors. A modified version of Perugini and Bagozzi's (2001) Model of Goal Directed Behavior is advocated and empirically validated across both movie and music industry settings for this purpose. The results support the theoretical and empirical efficacy of the proposed model and highlight the importance of attitudes toward the act of digital piracy, the frequency of past digital piracy behaviors, and the motivations and intentions underlying digital piracy. A normative framework is proposed with five actionable recommendations to assist digital service marketers in better addressing digital piracy. The research implications of the reported study are also presented and discussed.
Main Results of the Study
- The issue of digital piracy (DP) continues to perplex music, movie, and software service marketers. The authors argue that one reason for this is the lack of a clear understanding of the social psychological underpinnings of DP behaviors.
- A firm understanding of the social psychological model underlying DP appears to be a prerequisite for the development of efficacious marketing communication strategies designed to persuade individuals to attenuate their DP activities.
- This study provide a roadmap to guide service marketers in meeting this challenge by focusing on marketing persuasion strategies that specifically affect the motivations, the attitudes underlying such motivations, and the Frequency of Past Behavior in engaging in DP.
- Overall, the results support further consideration of attitudinal explanations of goal-directed behaviors and suggest that a great deal is yet to be learned in terms of developing effective methods of persuading individuals to not engage in DP.
Policy Implications as Stated By Author
First, there exists a real need for industry-wide (and perhaps even cross-industry) development and adoption of coordinated integrated marketing communication strategies. Second, the current focus on deterrent strategies appears relatively ineffective and in fact may be strengthening the will to engage in DP. So, consistent with the first recommendation, it appears judicious to begin trying to identify successful means of persuading stakeholders to not engage in DP. Third, it is important to recognize the need to simultaneously target elementary and middleschool students as part of the overall communication strategy. Fourth, some effort has to be undertaken to begin the process of managing the overall images of the involved industries as well. Finally, the authors call on service marketing practitioners involved with the exchange of digital service products to actively pursue stronger relationships between their industry representatives and academic institutions to assist in the development of effective integrated marketing communication plans and marketing research agendas.
Coverage of Study
|Level of aggregation:||Individual|
|Period of material under study:||Not stated|