Difference between revisions of "Giletti (2012)"
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|EvidenceBasedPolicy=F. Enforcement (quantifying infringement; criminal sanctions; intermediary liability; graduated response; litigation and court data; commercial/non-commercial distinction; education and awareness), D. Licensing and Business models (collecting societies; meta data; exchanges/hubs; windowing; crossborder availability), E. Fair remuneration (levies; copyright contracts), | |EvidenceBasedPolicy=F. Enforcement (quantifying infringement; criminal sanctions; intermediary liability; graduated response; litigation and court data; commercial/non-commercial distinction; education and awareness), D. Licensing and Business models (collecting societies; meta data; exchanges/hubs; windowing; crossborder availability), E. Fair remuneration (levies; copyright contracts), | ||
|Discipline=K42: Illegal Behavior and the Enforcement of Law, O34: Intellectual Property and Intellectual Capital | |Discipline=K42: Illegal Behavior and the Enforcement of Law, O34: Intellectual Property and Intellectual Capital | ||
− | |Intervention-Response= | + | |Intervention-Response=* Large numbers of consumers are willing to pay for digital music |
− | * Large numbers of consumers are willing to pay for digital music | ||
* Legal repercussions for illegal downloading of digital music is not an effective deterrent | * Legal repercussions for illegal downloading of digital music is not an effective deterrent | ||
* Younger consumers are much more likely to download music illegally as they are less likely to see it as 'wrong' | * Younger consumers are much more likely to download music illegally as they are less likely to see it as 'wrong' | ||
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|Method of Collection=Quantitative Collection Methods, Survey Research (quantitative; e.g. sales/income reporting), Qualitative Collection Methods, Survey Research (qualitative; e.g. consumer preferences) | |Method of Collection=Quantitative Collection Methods, Survey Research (quantitative; e.g. sales/income reporting), Qualitative Collection Methods, Survey Research (qualitative; e.g. consumer preferences) | ||
|Method of Analysis=Quantitative Analysis Methods, Quantitative content analysis (e.g. text or data mining), Qualitative Analysis Methods, Textual Content Analysis | |Method of Analysis=Quantitative Analysis Methods, Quantitative content analysis (e.g. text or data mining), Qualitative Analysis Methods, Textual Content Analysis | ||
− | |Industry= | + | |Industry=Sound recording and music publishing; |
|Country=United States; United Kingdom; Netherlands; Canada; Thailand; Switzerland; Brazil; | |Country=United States; United Kingdom; Netherlands; Canada; Thailand; Switzerland; Brazil; | ||
|Cross-country=Yes | |Cross-country=Yes |
Revision as of 19:55, 5 December 2016
Contents
Source Details
Giletti (2012) | |
Title: | Why Pay if it’s Free? Streaming, Downloading and Digital Music Consumption in the “iTunes Era” |
Author(s): | Giletti T. |
Year: | 2012 |
Citation: | Giletti, T., Why Pay if it’s Free? Streaming, Downloading and Digital Music Consumption in the “iTunes Era”, (2012) |
Link(s): | Definitive , Open Access |
Key Related Studies: | |
Discipline: | |
Linked by: |
About the Data | |
Data Description: | The study uses the responses of 162 consumers to an online survey. The survey was comprised of twenty questions including nominal, ordinal, and five-point Likert scale formats. |
Data Type: | Primary data |
Secondary Data Sources: | |
Data Collection Methods: | |
Data Analysis Methods: | |
Industry(ies): | |
Country(ies): | |
Cross Country Study?: | Yes |
Comparative Study?: | No |
Literature review?: | No |
Government or policy study?: | No |
Time Period(s) of Collection: |
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Funder(s): |
Abstract
This research study is an investigation into the consumption of digital music. Rapid growth in the market for digital music has been led by the rise in popularity of online download stores such as iTunes and streaming services. Consumers now have the option to acquire songs from a variety of paid and non-paid legitimate sources, as well as through unlawful channels. At the same time, rights holders have attempted to re-commodify a product that has been decommodified through copyright infringement. Drawing from the theory of planned behavior, this study places emphasis on the role of norms and attitudes in the formation of intentions to either purchase music or download it for free. It will be shown that these preferences affect the treatment of digital music as a cultural object. A political economy framework is used to understand negative attitudes towards attempts to control digital music distribution. An online questionnaire was designed and completed by a total of (n = 162) consumers. The data was analyzed using a mixed-method approach in order to triangulate quantitative results. The results indicate that a large portion of consumers are willing to pay for digital music. However, they are not encouraged by the threat of legal repercussions. Despite being satisfied with the streaming service, users are not willing to subscribe. The youngest consumers hold favorable attitudes towards illegal downloading which is grounded in a norm of copyright infringement and belief in the Internet as free. Finally, it was found that affinity for the recording artist serves to moderate intentions to download illegally. Overall, the results have implications for measures to counter digital piracy and to encourage willingness to pay. Furthermore, they question the long-term viability of the subscription-revenue streaming business model.
Main Results of the Study
The results indicate that a large portion of consumers are willing to pay for digital music. However, they are not encouraged by the threat of legal repercussions. Despite being satisfied with the streaming service, users are not willing to subscribe. The youngest consumers hold favorable attitudes towards illegal downloading which is grounded in a norm of copyright infringement and belief in the Internet as free. Finally, it was found that affinity for the recording artist serves to moderate intentions to download illegally. Overall, the results have implications for measures to counter digital piracy and to encourage willingness to pay. Furthermore, they question the long-term viability of the subscription-revenue streaming business model.
Policy Implications as Stated By Author
- Large numbers of consumers are willing to pay for digital music
- Legal repercussions for illegal downloading of digital music is not an effective deterrent
- Younger consumers are much more likely to download music illegally as they are less likely to see it as 'wrong'
- An affinity with a particular artist can mitigate the willingness to download music illegally
- Education of consumers likely to be more effective at combating piracy than punitive measures
Coverage of Study
Datasets
Sample size: | 162 |
Level of aggregation: | Individual |
Period of material under study: | 2012 |