The Consumer Who Knew Too Much: Online Movie Piracy By Young Adults

Iris Vermeir, Hogeschool Ghent, Belgium
The purpose of this study is to investigate possible moderators – action related knowledge, price perception and perceived effort- to explain why young adults engage in movie piracy behavior even though they find it unethical. Young adults (N=490) especially engaged in movie piracy when they possess action-related knowledge and when price perception and perceived effort of legal alternatives was high. Interestingly, young adults engaged in movie piracy, despite their perceptions of unethicalness of movie piracy, if they possess action-related knowledge but not if they perceive legal alternatives as too expensive.
[ to cite ]:
Iris Vermeir (2009) ,"The Consumer Who Knew Too Much: Online Movie Piracy By Young Adults", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 929-931.