University of Twente Student Theses


Online piracy and consumer affect : to pay or not to pay

Kampmann, Matthias W. (2010) Online piracy and consumer affect : to pay or not to pay.

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Abstract:Online music piracy is a growing problem for the economy. Yet research on the underlying processes that govern online music piracy behavior is limited. This study addresses this shortcoming by combining insights from research on appraisal theory and consumer reactance into a conceptual framework. The results of an online survey study with N = 160 participants indicate that a price increase that leads to more profits for the music industry instead of more profits for young artists is seen as less fair and music files are perceived to have less value. Price affect could however not be confirmed as a significant predictor of consumer behavior. Ethical beliefs did not moderate the appraisal process but they have a strong negative influence on online piracy behavior. An adjusted model explains 35% of variance in the online piracy intention measure. Theoretical and managerial implications and possibilities for future research are discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
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