Consumers’ attitude and behavior towards online music piracy and subscription-based services

Abstract

Purpose – This paper analyzes consumers’ attitudes and behaviors towards online piracy and their willingness to try subscription-based music\ud services. The objective is to develop and test an attitude-intention model which includes ethical considerations in consumers’ decision making\ud process regarding music consumption.\ud Design/methodology/approach – The study analyzes 505 consumer questionnaires using a structural equations model.\ud Findings – Attitude toward online piracy is positively determined by economic and hedonic benefits and negatively by moral judgment. A favorable\ud attitude toward online piracy, in turn, negatively influences consumers’ willingness to try subscription-based music services, which is also directly\ud determined by their interest and involvement with the services themselves.\ud Research limitations/implications – The limitations of the paper are linked mainly to the adapted scales, to the analysis of just two\ud subscription-based music services (Napster and Spotify) and to the fact that all respondents came from one country.\ud Practical implications – The results call for a greater commitment by music industry actors to educate consumers about the consequences and\ud implications of online music piracy, while also stressing the value added and hedonic benefits offered by subscription-based music services.\ud Originality/value – This paper is the first to focus on consumers’ propensity toward online piracy and their willingness to try subscription-based\ud music services as a possible alternative to the phenomenon, through the development and test of an attitude-intention model that includes ethical\ud considerations

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