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The effects of positive and negative deterrent and preventive anti-piracy messages on movie piracy attitudes and intentions : an examination of moderating factors

Segers, R.M. (2015) The effects of positive and negative deterrent and preventive anti-piracy messages on movie piracy attitudes and intentions : an examination of moderating factors.

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Abstract:Previous studies on digital piracy mainly focused on the downloading behavior of consumers. The objective of this research is to examine the different persuasive effectiveness of communication strategies on the consumers responses to decrease digital movie piracy behavior among Dutch consumers. The design of this experiment is based on a 2 (message controls: deterrent and preventive) x 2 (message frames: positive or negative) multiple factorial design and examines the impact of moderators (personal factors) on the effects between anti-piracy messages and the attitude toward movie piracy and the intention to engage in movie piracy (consumer responses). The moderators that are included are ego-involvement, perceived risk, moral values, subjective norm, perceived behavioral control, current behavior, credibility towards the message. The method of investigation used in this study is based on an online questionnaire with an experiment. 338 Dutch respondents received different scenario’s with preventive and deterrent messages, within a positive and negative frame. Results show that the experimental manipulations have no significant different effect on the consumer responses after covarying out the personal factors. For the level of ego-involvement, perceived risk, subjective norms, and perceived behavioral control were found significant different consumer responses. Conclusion, the positive or negative frames and deterrent or preventive message controls have no influence on the attitude toward movie piracy and the intention to download from an illegal source differently. The level of ego-involvement (low), perceived risk (high), subjective norms (high), and perceived behavioral control (low) have a more negative effect on the consumer responses when consumers received the anti-piracy messages. Moral values, the current behavior, and the credibility of the advertisement do not have an impact on this effect. Further research to examine the decrease of the consumer responses after receiving anti-piracy messages is proposed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68756
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