Morton and Koufteros (2008)

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1. Relationship between protection (subject matter/term/scope) and supply/economic development/growth/welfare 2. Relationship between creative process and protection - what motivates creators (e.g. attribution; control; remuneration; time allocation)? 3. Harmony of interest assumption between authors and publishers (creators and producers/investors) 4. Effects of protection on industry structure (e.g. oligopolies; competition; economics of superstars; business models; technology adoption) 5. Understanding consumption/use (e.g. determinants of unlawful behaviour; user-generated content; social media)

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

Source Details

Morton and Koufteros (2008)
Title: Intention to Commit Online Music Piracy and its an Empirical Antecedents: An Empirical Investigation
Author(s): Morton, N. A., Koufteros, X.
Year: 2008
Citation: Morton, N. A. and Koufteros , X. 2008. Intention to Commit Online Music Piracy and its an Empirical Antecedents: An Empirical Investigation. Structural Equation Modeling-a Multidisciplinary Journal, 15, 491-512.
Link(s): Definitive , Open Access
Key Related Studies:
Discipline:
Linked by: Yoon (2012)
About the Data
Data Description: Data collected from a questionnaire were used to empirically test the research model. Respondents were university students in the college of business administration at a large multicampus university located in a metropolitan area in the southeastern United States. Questionnaires were distributed during regularly scheduled classes during the spring semester of 2005. Voluntary participation was requested for students of age 18 or older.

A total of 251 questionnaires were distributed and returned, representing the majority of the students attending classes in which they were administered. Of the returned questionnaires, 232 were completed. A total of 216 questionnaires were included in the data analysis

Data Type: Primary data
Secondary Data Sources:
Data Collection Methods:
Data Analysis Methods:
Industry(ies):
Country(ies):
Cross Country Study?: No
Comparative Study?: No
Literature review?:
Government or policy study?:
Time Period(s) of Collection:
  • Spring 2005
Funder(s):
  • Information and Operations Management Department, Mays Business School, Texas A & M University

Abstract

Online piracy of copyrighted digital music has become rampant as Internet bandwidth and digital compression technologies have advanced. The music industry has suffered significant financial losses and has responded with lawsuits, although online music piracy remains prevalent. This article developed a research model to study the determinants of individual intentions to commit online music piracy. The model was derived from the theories of planned behavior and deterrence. A survey questionnaire of 216 respondents was used to test the model. Consistent with the theory of planned behavior, the results showed that attitude toward online music piracy, subjective norms, and perceived behavioral control are significant antecedent factors of intention to commit online music piracy. Concerning deterrence theory, the results suggest that the effect of perceived punishment severity on attitude was highly significant for females, and the effect of perceived certainty of punishment on attitude was not significant for males or females.

Main Results of the Study

Hypothesis:

  • The authors tested the 8 hypothesis on what (like perceived likelyhood of punishment) affects intentions to commit online piracy and attitude toward online piracy.

Results suggest:

  • The perceived severity of punishment for females may have a significant influence on attitudes irrespective of the perceived certainty of punishment.
  • That the threat of punishment might not be all that effective in deterring online music piracy, particularly for males.
  • That individuals’ intentions to commit online music piracy are influenced by their attitudes toward the behavior and their perceptions of the extent to which those that are important to them would approve of the behavior
  • That perceived certainty of punishment, on the other hand, is not a significant antecedent to attitudes toward the behavior for either males or females
  • Findings indicate that attitudes, subjective norms, and perceived behavioral control are significant antecedents to intention to commit online music piracy.
  • This study also indicates that the perceived severity of punishment for engaging in online music piracy is a significant antecedent to attitudes toward the behavior for females, but not for males. The perceived certainty of punishment, on the other hand, is not a significant antecedent to attitudes toward the behavior for either gender.
  • The study provides additional support for the TPB in the context of ethical behaviors in general, and with respect to online music piracy in particular.

Policy Implications as Stated By Author

Implications:

  • The results of this study imply that the threat of punishment might not be all that effective in deterring online music piracy, particularly for males. It could be that potential benefits from increasing the certainty of punishment will be outweighed by negative effects on the industry’s image, hence might not be good to increase punishment for online pirates.
  • The results suggest that individuals’ intentions to commit online music piracy are influenced by their attitudes toward the behavior and their perceptions of the extent to which those that are important to them would approve of the behavior. Campaigns aimed at raising the public’s awareness of online music piracy and the associated negative consequences of the behavior may be an effective approach to combating online music piracy.



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)
Green-tick.png
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)
Green-tick.png

Datasets

Sample size: 216
Level of aggregation: Individual data
Period of material under study: Prior to 2005