Phau and Liang (2012)

Source Details

Phau and Liang (2012)
Title:	Downloading digital video games: Predictors, moderators and consequences
Author(s):	Phau, I., Liang, J.
Year:	2012
Citation:	Phau, I., & Liang, J. (2012). Downloading digital video games: predictors, moderators and consequences. Marketing Intelligence & Planning, 30(7), 740-756.
Link(s):	Definitive
Key Related Studies:	Tan (2002) Zhang, Smith and McDowell (2009) Limayem, Khalifa and Chin (2004)
Discipline:	D12: Consumer Economics: Empirical Analysis K42: Illegal Behavior and the Enforcement of Law O34: Intellectual Property and Intellectual Capital
Linked by:

About the Data
Data Description:	206 university students voluntarily and anonymously responded through a self-administered survey, indicating agreement with statements through a numerical scale. More than 50% were female. 44.8% of the sample had used illegal downloading - of the downloaders, 86.8% were between the ages of 18 and 25, and 70.3% had low incomes.
Data Type:	Primary data
Secondary Data Sources:
Data Collection Methods:	Survey Research (qualitative; e.g. consumer preferences)
Data Analysis Methods:	Regression Analysis
Industry(ies):	Software publishing (including video games)
Country(ies):	Australia
Cross Country Study?:	No
Comparative Study?:	No
Literature review?:	No
Government or policy study?:	No
Time Period(s) of Collection:	Not stated
Funder(s):

Abstract

Purpose – The purpose of this paper is to investigate how personal and social factors influence attitudes towards downloading pirated games from the internet. It also examines the moderators between attitudes and intention to download pirated digital video games. Design/methodology/approach – The research was conducted using convenience samples in a large university in Western Australia. The data were analysed mostly through regression models. Findings – Self-efficacy, affect and moral judgement have significant influences upon attitudes towards downloading pirated games from the internet. Conversely, habits, facilitating conditions and social factors do not have significant influences upon attitudes towards downloading pirated games from the internet. In addition, attitudes towards downloading pirated digital video games from the internet have a significant influence upon the intention to download pirated digital video games from the internet. It is also found that the level of internet usage, the level of internet time spent and the internet speed do not moderate the relationship between attitudes and intention to download pirated games from the internet. Research limitations/implications – The major limitation is the use of a convenience sample. Therefore, future research should replicate and extend this study by using more valid random samples. In addition, qualitative approach, field experiment and foolspeed campaign analysis need to be considered to gain a better understanding of why internet users indulge in games piracy. Practical implications – Authorities should create awareness campaigns about digital video games piracy to alert the public about the risk of being caught and the consequence of unethical behaviour. Managers, marketers and policy makers should collaborate to combat piracy to prevent illegal downloading of free pirated games in the future. Originality/value – The paper assesses the impact of six antecedents and the attitudes towards downloading pirated digital video games from the

Main Results of the Study

• Self-efficacy, affect and moral judgement have significant influences upon attitudes towards downloading pirated games from the internet.

• Conversely, habits, facilitating conditions and social factors do not have significant influences upon attitudes towards downloading pirated games from the internet.

• In addition, attitudes towards downloading pirated digital video games from the internet have a significant influence upon the intention to download pirated digital video games from the internet.

• It is also found that the level of internet usage, the level of internet time spent and the internet speed do not moderate the relationship between attitudes and intention to download pirated games from the internet.

Policy Implications as Stated By Author

Authorities should create awareness campaigns about digital video games piracy to alert the public about the risk of being caught and the consequence of unethical behaviour. Managers, marketers and policy makers should collaborate to combat piracy to prevent illegal downloading of free pirated games in the future.

Coverage of Study

Coverage of Fundamental Issues

Issue	Included within Study
Relationship between protection (subject matter/term/scope) and supply/economic development/growth/welfare
Relationship between creative process and protection - what motivates creators (e.g. attribution; control; remuneration; time allocation)?
Harmony of interest assumption between authors and publishers (creators and producers/investors)
Effects of protection on industry structure (e.g. oligopolies; competition; economics of superstars; business models; technology adoption)
Understanding consumption/use (e.g. determinants of unlawful behaviour; user-generated content; social media)

Coverage of Evidence Based Policies

Issue	Included within Study
Nature and Scope of exclusive rights (hyperlinking/browsing; reproduction right)
Exceptions (distinguish innovation and public policy purposes; open-ended/closed list; commercial/non-commercial distinction)
Mass digitisation/orphan works (non-use; extended collective licensing)
Licensing and Business models (collecting societies; meta data; exchanges/hubs; windowing; crossborder availability)
Fair remuneration (levies; copyright contracts)
Enforcement (quantifying infringement; criminal sanctions; intermediary liability; graduated response; litigation and court data; commercial/non-commercial distinction; education and awareness)

Datasets

Sample size:	206
Level of aggregation:	University students
Period of material under study:	Not stated