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.


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.


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


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

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