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dc.contributor.authorArli, Denni
dc.contributor.authorTjiptono, Fandy
dc.contributor.authorPorto, Rebecca
dc.date.accessioned2017-09-01T02:58:51Z
dc.date.available2017-09-01T02:58:51Z
dc.date.issued2015
dc.identifier.issn0263-4503
dc.identifier.doi10.1108/MIP-09-2013-0149
dc.identifier.urihttp://hdl.handle.net/10072/169704
dc.description.abstractPurpose – The purpose of this paper is to explore the impact of moral equity, relativism, and attitude towards digital piracy behaviour in a developing country. End-user piracy is more difficult to detect than commercial piracy. Thus, an effective strategy to combat piracy needs a comprehensive understanding of both the supply and demand sides of piracy. The current study focuses on the demand side by investigating the impact of moral equity, relativism, and attitude on consumer piracy behaviour in Indonesia. Design/methodology/approach – Using a convenient sample in Yogyakarta, Indonesia, questionnaires were distributed in a large private university. In addition, through snowball sampling techniques, the surveys were also distributed to other adults who live within a walking distance from the campus. The data collection resulted in 222 usable surveys (a response rate of 68 per cent). Findings – In Indonesia, moral equity had a negative and significant impact on purchases of illegal copies of music CDs and pirated software. Relativism affects the purchase of pirated software positively, but its effect on purchases of illegal copies of CDs is insignificant. Attitude towards the act was negatively impacted by moral equity for CDs and software. Relativism only significantly affects the purchase of pirated software but in the opposite direction while it has failed to reach significance for illegal music CD purchases. Attitude towards the software piracy and purchases of illegal copies of music CDs positively affect consumer’s digital piracy behaviour. Finally, Indonesian consumers feel more morally wrong to purchase illegal copies of CDs than to buy pirated software. Practical implications – In the context of Indonesia, higher moral equity has affected piracy behaviour negatively. Therefore, efforts to reduce piracy should focus on highlighting the importance of fairness and justice. One of the main drivers of digital piracy (e.g. buying, downloading, copying, and sharing digital materials illegally) is overpriced products. It has led many Indonesians to believe that it is acceptable to purchase pirated software and illegal copies of CDs. Nonetheless, if companies are able to lower prices; thus make it affordable to consumers, consumers will perceive fairness and justice in purchasing original copies of software and CDs. Originality/value – There are very limited studies investigating factors impacting the purchase of pirated software and CDs in the developing countries specifically Indonesia, the fourth most populous nation in the world and one of the biggest markets for counterfeit products. This is one of first few studies exploring this issue in Indonesia.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald
dc.publisher.placeUnited Kingdom
dc.relation.ispartofpagefrom348
dc.relation.ispartofpageto365
dc.relation.ispartofissue3
dc.relation.ispartofjournalMarketing Intelligence & Planning
dc.relation.ispartofvolume33
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350699
dc.titleThe impact of moral equity, relativism and attitude on individuals’ digital piracy behaviour in a developing country
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionAccepted Manuscript (AM)
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© 2015 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorArli, Denni


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