An Empirical Study of Consumer Attitudes Toward Software Piracy

The primary objective of this study was to analyze the factors affecting consumers’ purchase behavior of pirated software in Thailand. A new model of pirated software purchase behavior was developed for this study. The findings indicate that social factors, such as normative susceptibility, and personality characteristics, along with value consciousness and novelty seeking, have significant influences on the attitude towards pirated software. Consumer’s purchase behavior of pirated software is strongly predicted by his or her attitude towards piracy. The research also reports a significant difference in purchasing behavior of illegal software among consumers based on gender, age, and income.



Citation:

Sirion Chaipoopirutana and Howard Combs (2011) ,"An Empirical Study of Consumer Attitudes Toward Software Piracy", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 327-380.

Authors

Sirion Chaipoopirutana, Assumption University, Thailand
Howard Combs, San Jose State Universtiy, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice

Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA

Read More

Featured

Unobserved Altruism: How Social- And Self-Signaling Motivations Shape Willingness to Donate

Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA

Read More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.