Pham Dang and Nguyen (2019)
|Pham Dang and Nguyen (2019)|
|Title:||Factors Affecting on the Digital Piracy Behaviour: An Empirical Study in Vietnam|
|Author(s):||Pham, Q. T., Dang, N. M., Nguyen, D. T.|
|Citation:||Pham, Q.T., Dang, N.M. and Nguyen, D.T. (2019) Factors Affecting on the Digital Piracy Behaviour: An Empirical Study in Vietnam. Journal of Theoretical and Applied Electronic Commerce Research, 15(2), pp 122-135|
|Key Related Studies:|
|About the Data|
|Data Description:||Following a pilot test of 20 interviews, data were obtained via a convenience sample of 264 participants from Ho Chi Minh City, Vietnam. The survey consisted of Likert scale questions to determine the influence of the following factors on the intention of digital piracy: (i) attitude, (ii) subjective norms and (iii) perceived behaviours.|
The data were analysed in several stages, including descriptive statistics, assessment of measurement scales, exploratory factor analysis, confirmatory analysis, and structural equation modelling.
|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 products are illegally used in various areas in the world. This behavior causes bad effects one-commerce activities. This study aimed to find out factors influencing digital piracy behavior in Vietnam, where digital piracy rate is fairly high. In previous research, the approach focused on separate aspects and the scope focused mainly on students. Therefore, an integrated approach could return a better result. Based on the theory of planned behavior and related researches, this study proposed an integrated model to explore the factors affecting digital piracy behavior in Vietnam. Some viewpoints that have been integrated into the proposed model include a psychological, moral, legal, economic and technological viewpoint. The sample consists of 264 people in Ho Chi Minh City, Vietnam. The results showed that the perceived behavioral control strongly influences the intention, and then on the digital piracy behavior. Besides, perceived behavioral control is influenced by technology development and perceived risk. This research confirmed most of the proposed hypotheses and showed the important role of technology in predicting this kind of behavior in Vietnam. Based on the findings of this study, several suggestions have been made to mitigate the digital piracy situation in Vietnam.”
Main Results of the Study
The study finds that, overall, moral obligations are the most influential factor in determining likelihood to engage in digital piracy (depending on whether this is perceived as ethical or unethical).
Other factors increasing the likelihood of digital piracy include high levels of perceived behavioural control, such as e.g. the perceived ease of accessing illegal content through searching/cracking etc.
Factors decreasing likelihood of piracy include perceived level of risk (incl. enforcement measures, virus risk etc.) and regulation recognition (e.g. awareness of illegality).
Subjective norms were found to be ineffective in decreasing likelihood of digital piracy. The study notes that this may be because Vietnam has a particular perception of e.g. hackers as being very talented in using a computer.
The study finds no difference in digital piracy by age, education level or income, but with some differences between gender, career and university major. Overall, participants reported a low income which corresponded with a perception that digital products are highly priced.
Policy Implications as Stated By Author
The study proposes five recommendations:
• Promoting ethical/moral standards against piracy by collaborating between businesses, government and universities through e.g. joint seminars.
• Using deterrence technologies, such as encoding or encryption, and preventing “sharing communities” from promoting piracy.
• Promote awareness of risk of piracy (e.g. risk of viruses, enforcement measures).
• Promoting overall awareness of the intellectual property regime in Vietnam through education and public awareness campaigns.
• Encouraging the use of free or open source software and reducing the price of digital products/encouraging dynamic pricing of these products.
Coverage of Study