Predicting consumers' digital piracy behaviour: does past experience matter?

Abstract

PurposeDespite increasing anti-piracy legislation, digital piracy remains widespread and presents a huge barrier to the growth of creative industries globally. Hence, this study aims to examine predictors of digital piracy through the lens of an extended version of the theory of planned behaviour (TPB). Furthermore, the authors also examine the moderating effects of past experience (non-experienced versus experienced) on the relationships between the common four TPB dimensions on intention to engage in digital piracy.Design/methodology/approachUsing a survey method, the authors collected 832 student respondents in Semarang, Indonesia. Partial least squares structural equation modelling (PLS-SEM) was performed to analyse the proposed hypotheses.FindingsThe results showed that the influence of attitude, subjective norm and moral obligation on intention is significantly different between experienced and non-experienced consumers. The positive influence of attitude on intention to engage in digital piracy is stronger for non-experienced than experienced consumers. The influence of subjective norm on intention is significant and positive for non-experienced consumers but is not significant for experienced consumers. The influence of moral obligation on intention is significant and positive for non-experienced consumers but turns negative and significant for experienced consumers.Originality/valueThis research contributed to the body of knowledge by investigating the role of past experience as a moderator in the TPB model which renders the authors to have a better understanding of the differences in the thinking process between experienced and non-experienced consumers.