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Music Piracy on the Web – How Effective are Anti-Piracy Arguments? Evidence from the Theory of Planned Behaviour

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Abstract

This article presents the results of an experiment in which three different types of anti-piracy arguments were tested among 139 young adult consumers susceptible to engage in swapping music over the Internet: (1) stressing the negative personal consequences of pirating music, (2) stressing the negative consequences for the artists, and (3) stressing the unethical nature of this behaviour. The psychological determinants of music piracy behaviour were modeled in part with (1991) Ajzen’s theory of planned behaviour. The results show that the intention to swap music on-line depended on one’s attitude toward music piracy, one’s perception that important others want that this behaviour be performed, and one’s perceived competency in doing so. In addition, having swapped music on-line in the past had a strong influence on one’s intention to do it again. Contrary to expectations, the anti-piracy arguments had no significant impact on the behavioural dynamics underlying on-line music piracy.

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Authors and Affiliations

  1. HEC Montréal, 3000, chemin de la Côte-Sainte-Catherine, (Québec), Montréal, H3T 2A7, Canada

    Alain d’Astous & François Colbert

  2. MARCON-DDM, Montreal, Canada

    Daniel Montpetit

Authors
  1. Alain d’Astous
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  2. François Colbert
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  3. Daniel Montpetit
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Correspondence to Alain d’Astous.

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d’Astous, A., Colbert, F. & Montpetit, D. Music Piracy on the Web – How Effective are Anti-Piracy Arguments? Evidence from the Theory of Planned Behaviour. J Consum Policy 28, 289–310 (2005). https://doi.org/10.1007/s10603-005-8489-5

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  • DOI: https://doi.org/10.1007/s10603-005-8489-5

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