Chiou, Huang and Lee (2005)
|Chiou, Huang and Lee (2005)|
|Title:||The Antecedents of Music Piracy Attitudes and Intentions|
|Author(s):||Chiou, J. S., Huang, C. Y., Lee, H. H.|
|Citation:||Chiou, J. S., Huang, C. Y., & Lee, H. H. (2005). The antecedents of music piracy attitudes and intentions. Journal of Business Ethics, 57(2), 161-174.|
|Key Related Studies:|
|Linked by:||Hsu and Shiue (2008), Ingram and Hinduja (2008), Sheehan, Tsao and Pokrywczynski (2012), Sheehan, Tsao and Yang (2010)|
|About the Data|
|Data Description:||A total of 207 questionnaires were completed by consumers ages 15-19, from four high schools from Taipei and Kaohsiung. Though 361 completed questionnaires were received, the study only used the 207 questionnaires that mentioned they have idol singers/bands. The mean age was 16.6, with 48% female and 52% male.|
|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:||
Piracy is the greatest threat facing the music industry worldwide today. This study developed and empirically tested a model examining the antecedents of consumer attitude and behavioral intention toward music piracy behavior. Two types of music piracy behavior, unauthorized duplication/download and pirated music product purchasing, were examined. Based on a field survey in Taiwan, the results showed that attributive satisfaction, perceived prosecution risk, magnitude of consequence, and social consensus are very important in influencing customers’ attitude and behavioral intention toward two types of music piracy behavior. In addition, singer/band idolization can affect the attitude and behavioral intention in the case of pirated music product purchasing. Perceived proximity was found to affect the attitude and behavioral intention in the case of pirated music product purchasing. However, it only influenced behavioral intention in the case of unauthorized duplication/download.
Main Results of the Study
- Piracy is the greatest threat facing the music industry worldwide today. This article puts forward that satisfaction of current copyrighted music products is the basis for promoting consumers to refrain from unauthorized music duplication/download or purchasing pirated music products.
- Additionally, perceived prosecution risk affects music piracy attitudes in both cases.
- The experiment revealed that focal singer/band idolization can only affect the attitude and behavioral intention in the case of pirated music product purchasing, but not with unauthorized duplication/download.
- As confirmed by other studies, magnitude of consequence, social consensus, and perceived proximity revealed themselves as important components of moral intensity in predicting moral judgments and decisions.
Policy Implications as Stated By Author
- Marketers should try to price music products at reasonable prices and let consumers think they really get their money's worth.
- The government and marketers should focus more on letting consumers know about the serious consequences of music piracy to the future of the industry and its survival.
- Ethical awareness programs in the formal education system and public campaigns are very important to gradually build up the social consensus on opposing music piracy behaviors in society.
Coverage of Study
|Level of aggregation:||Individual|
|Period of material under study:||Prior to 2005|