DVD pirating intentions: Angels, devils, chancers and receivers

Abstract

Digital piracy is perceived as a considerable problem by the film industry, and numerous preventative strategies have been introduced, but so far with limited success. This paper explores DVD piracy in particular, and focuses on identifying different types of pirating behaviour and the antecedents to this behaviour. Four distinct types of 'pirates' were identified, based on a cross-sectional sample of UK adults. These groups were serious pirates ('Devils'), opportunists ('Chancers'), receivers ('Receivers') and non-pirates ('Angels'). A structural equation modelling approach was used to establish the importance of key antecedents for the overall sample and the four sub groups. The base model fitted the overall sample very well as for the sub group 'Chancers', but as expected, there were significant differences in model fit and the importance of key variables between the different behaviour types. The construct of 'perceived harm' emerged as an important differentiator in all models. The results suggest that targeting anti-pirating measures specifically at different types of behaviour and their antecedents may increase the effectiveness of such measures and also assist with the efficient allocation of limited resources in this area.

One Sail Fits All? A Psychographic Segmentation of Digital Pirates

“…Increasing awareness seems critical because most pirates do not believe that any harm is being inflicted (Levin et al 2004;Freestone and Mitchell 2004;Chaudhry et al 2011;Hinduja and Higgins 2011;Lysonski and Durvasula 2008;Nunes et al 2004), whereas perception of harm is negatively related to pirating intentions (Cockrill and Goode 2012). Moreover, pirates might not even consider piracy an important matter to begin with, and a negative relationship between perceived importance and attitude exists (Al-Rafee and Cronan 2006).…”

Gender and digital privacy: examining determinants of attitude toward digital piracy among youths in an emerging market

“…Nevertheless, while several aspects of counterfeiting have been investigated in the US (e.g. Al‐Rafee and Cronan, ; Cronan and Al‐Rafee, ; Lysonski and Durvasula, ; Chaudhry and Stumpf, ), Germany (Hennig‐Thurau et al ., 2007), the UK (Cockrill and Goode, ), the People Republic of China (Wang et al ., ; Phau and Teah, ; Yoon, ), Brazil (de Matos et al ., ) and Israel (Shoham et al ., ), a systematic study in the Indonesian context, the fourth most populous country, is lacking. Such study is important as digital piracy ‘poses a more serious problem in developing countries than in developed countries’ (Aleassa et al ., , p. 663).…”

Toward a Framework for Identifying Attitudes and Intentions to Music Acquisition from Legal and Illegal Channels

“…One level has to do with whether the participants prefer the physical or the digital form of the product, thus segmenting them into “non‐downloaders” versus “downloaders.” A different level can be viewed with regards to the legal versus the illegal (pirated) acquisition of music segmenting the participants to various levels ranging from the “strong pirates” to those who acquire music legally only. This issue is investigated for the DVD industry by Cockrill and Goode (). Finally, segmentation can be applied to the various music preferences of the participants since it is believed that different music genre listeners have different attitudes toward music acquisition (Dilmperi, King, & Dennis, ).…”