Abstract
We develop and use an integrated individual-level model to explain the driving forces behind digital piracy (DP) practice in two nations. The proposed model combines the Norm Activation model and Unified Theory of Acceptance and Use of Technology models. This study also explores the effect of culture on intention (INT) to practice DP in two nations: US (individualistic) and India (collectivistic). A survey instrument was used to collect data from 231 US and 331 Indian participants. Use of the integrated model proves to be a powerful and a viable approach to understanding DP across cultures. In each nation, all 10 path coefficients on the research model are statistically significant thereby establishing the fact that personal norm, together with other factors, influences INT to engage in DP, which in turn, may influence the actual practice. The results reveal a support for cross-cultural generalizability and applicability of the proposed model. Culture clearly plays a strong moderating role in two out of the three paths tested. The implications of the findings are discussed.
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An erratum to this article is available at http://dx.doi.org/10.1007/s10551-015-2543-2.
Appendices
Appendix 1: The NAM–UTAUT Constructs and Source
Awareness of consequences (ACs; 1 = strongly disagree to 7 = strongly agree) | |
AC1. Digital piracy is a problem for society | |
AC2. Less copying may help reduce digital piracy | |
AC3. Copyright infringement is a problem | |
AC4. The financial loss to the concerned industry is a problem | |
Ascription of responsibility (AR; 1 = strongly disagree to 7 = strongly agree) | |
AR1. I am jointly responsible for the “digital piracy” problem | |
AR2. I feel jointly responsible for the financial loss to the concerned industries | |
AR3. I feel jointly responsible for copyright infringement | |
Personal norms (PNs; 1 = strongly disagree to 7 = strongly agree) | |
PN1. I feel morally obliged not to indulge in digital piracy, regardless of what others do | |
PN2. I feel guilty when I practice digital piracy | |
PN3. I feel morally obliged to prevent/refrain from digital piracy instead of using materials obtained through digital piracy | |
PN4. People like me should do everything they can to decrease digital piracy | |
PN5. If I buy a new digital good, I feel morally obliged to buy it without taking recourse to digital piracy | |
PN6. I would be a better person if I refrained from practicing digital piracy | |
Performance expectancy (PE; 1 = strongly disagree to 7 = strongly agree) | Venkatesh et al. (2003) |
PE1. I would find digitally pirated material useful in my job | |
PE2. Using digitally pirated material enables me to accomplish tasks more quickly | |
PE3. Using digitally pirated material increases my productivity | |
PE4. If I use digitally pirated material, I will increase my chances of getting a raise | |
Effort expectancy (EE; 1 = strongly disagree to 7 = strongly agree) | Venkatesh et al. (2003) |
EE1. I have the resources necessary to undertake digital piracy | |
EE2. It would be easy for me to become skillful at digital piracy | |
EE3. I could find digitally pirated material easily | |
EE4. Learning to undertake digital piracy is easy for me | |
Social influence (SI; 1 = strongly disagree to 7 = strongly agree) | Venkatesh et al. (2003) |
SI1. People who influence my behavior think that I should not use digitally pirated material | |
SI2. People who are important to me think that I should not use digitally pirated material | |
SI3. The senior management of this business has been helpful in preventing the use of digitally pirated material | |
SI4. In general, the organization has not supported the use of digitally pirated material | |
Self-efficacy (SEFF; 1 = strongly disagree to 7 = strongly agree) | Venkatesh et al. (2003) |
SEFF1. I could complete a job or task using digitally pirated material if there was no one around to tell me what to do as I go | |
SEFF2. I could complete a job or task using digitally pirated material if I could call someone for help if I got stuck | |
SEFF3. I could complete a job or task using digitally pirated material if I had a lot of time to complete the job for which the software as provided | |
SEFF4. I could complete a job or task using digitally pirated material if I had just the built-in facility for assistance | |
Intentions (INTs; 1 = strongly disagree to 7 = strongly agree) | |
INT1. I intend to practice digital piracy in the next 12 months | |
INT2. I predict I would practice digital piracy in the next 12 months | |
INT3. I plan to practice digital piracy in the next 12 months | |
Past behavior (PB; 1 = never, 2 = 1–2, 3 = 3–5, 4 = 6–10, 5 = >10) | |
AB3. How many times in last 6 months did you practice “digital piracy”? |
Appendix 2.1: Normalized Pattern Loadings and Cross-Loadings: US
AC | AR | PN | PE | EE | SI | SEFF | PB | INT | |
---|---|---|---|---|---|---|---|---|---|
AC1 | 0.968 | −0.174 | 0.077 | 0.12 | −0.039 | −0.048 | 0.023 | −0.008 | −0.09 |
AC2 | 0.855 | 0.091 | −0.168 | −0.04 | −0.323 | 0.068 | 0.142 | −0.219 | 0.23 |
AC3 | 0.949 | −0.107 | −0.22 | −0.107 | 0.118 | 0.109 | 0.051 | −0.005 | −0.011 |
AC4 | 0.939 | 0.171 | −0.157 | −0.182 | 0.116 | 0.091 | −0.023 | 0.026 | 0.088 |
AR1 | 0.274 | 0.613 | −0.34 | 0.077 | 0.019 | 0.265 | −0.003 | 0.375 | 0.464 |
AR2 | 0.155 | 0.902 | −0.189 | 0.034 | 0.007 | 0.146 | −0.005 | 0.205 | 0.251 |
AR3 | 0.125 | 0.893 | −0.176 | 0.092 | 0.027 | 0.145 | 0.016 | 0.213 | 0.283 |
PN1 | 0.083 | 0.417 | 0.778 | −0.211 | −0.094 | 0.034 | 0.163 | −0.013 | 0.365 |
PN2 | −0.088 | 0.04 | 0.94 | −0.073 | −0.145 | −0.101 | 0.016 | −0.14 | 0.224 |
PN3 | −0.087 | 0.067 | 0.957 | −0.159 | 0.045 | 0 | 0.04 | −0.134 | 0.16 |
PN4 | −0.096 | −0.067 | 0.983 | −0.021 | 0.053 | 0.081 | 0.072 | −0.065 | −0.035 |
PN5 | 0.099 | −0.086 | 0.969 | 0.125 | −0.065 | −0.081 | −0.123 | 0.026 | −0.032 |
PN6 | −0.039 | −0.015 | 0.987 | −0.043 | 0.04 | −0.121 | −0.044 | −0.056 | 0.005 |
PE1 | −0.008 | 0.026 | 0.067 | 0.984 | −0.124 | −0.051 | 0.068 | 0.031 | 0.059 |
PE2 | −0.052 | 0.014 | 0.03 | 0.987 | 0.004 | −0.013 | 0.06 | 0.041 | −0.128 |
PE3 | −0.005 | −0.005 | −0.023 | 0.997 | 0.05 | 0.018 | −0.019 | −0.007 | −0.047 |
PE4 | −0.008 | 0.062 | 0.009 | 0.996 | −0.033 | −0.022 | −0.002 | −0.002 | −0.051 |
EE1 | 0.132 | 0.045 | −0.233 | 0.013 | 0.938 | 0.18 | 0.012 | 0.014 | −0.12 |
EE2 | 0.015 | −0.162 | −0.031 | 0.045 | 0.973 | 0.013 | −0.024 | −0.067 | −0.135 |
EE3 | 0.054 | −0.015 | 0.007 | −0.133 | 0.981 | −0.117 | −0.031 | 0.033 | 0.04 |
EE4 | −0.031 | −0.033 | 0.053 | 0.005 | 0.997 | −0.041 | −0.006 | −0.013 | 0.01 |
SI1 | −0.061 | −0.083 | −0.049 | 0.097 | −0.081 | 0.979 | 0.018 | −0.099 | −0.042 |
SI2 | 0.006 | −0.089 | −0.088 | 0.093 | −0.102 | 0.979 | 0.004 | −0.031 | −0.081 |
SI3 | 0.028 | 0.114 | 0.084 | −0.112 | 0.087 | 0.974 | −0.012 | 0.08 | 0.07 |
SI4 | 0.066 | −0.184 | −0.088 | 0.054 | 0.167 | 0.959 | −0.009 | −0.043 | −0.03 |
SEFF1 | 0.018 | 0.036 | −0.034 | 0.037 | 0.001 | −0.019 | 0.997 | −0.022 | −0.008 |
SEFF2 | 0.067 | 0.073 | 0.041 | 0.047 | −0.034 | −0.086 | 0.981 | 0.046 | −0.115 |
SEFF3 | −0.075 | −0.107 | 0.145 | 0.049 | −0.07 | 0 | 0.971 | 0.054 | −0.093 |
SEFF4 | 0.033 | 0.005 | 0.066 | −0.065 | −0.007 | −0.021 | 0.992 | 0.069 | −0.04 |
PB | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 |
INT1 | −0.03 | −0.025 | −0.019 | −0.008 | −0.02 | 0.028 | 0.024 | −0.027 | 0.998 |
INT2 | 0.036 | 0.001 | −0.007 | 0.007 | 0.025 | −0.018 | −0.014 | 0.027 | 0.998 |
INT3 | −0.046 | 0.047 | 0.058 | −0.005 | −0.032 | −0.002 | −0.007 | −0.027 | 0.995 |
Appendix 2.2: Normalized Pattern Loadings and Cross-Loadings: India
AC | AR | PN | PE | EE | SI | SEFF | INT | PB | |
---|---|---|---|---|---|---|---|---|---|
AC1 | 0.986 | −0.105 | 0.118 | 0.031 | 0.016 | 0.019 | −0.031 | −0.014 | −0.026 |
AC2 | 0.975 | 0.066 | −0.107 | −0.072 | −0.041 | −0.031 | 0.076 | −0.041 | 0.131 |
AC3 | 0.92 | −0.116 | −0.136 | −0.045 | −0.084 | 0.102 | −0.052 | −0.031 | 0.315 |
AC4 | 0.956 | 0.195 | −0.171 | 0.009 | 0.013 | −0.017 | −0.009 | 0.087 | −0.105 |
AR1 | 0.301 | 0.582 | −0.107 | 0.045 | −0.109 | 0.081 | −0.057 | 0.376 | 0.282 |
AR2 | 0.299 | 0.881 | −0.238 | 0.02 | −0.061 | 0.033 | −0.035 | 0.209 | 0.166 |
AR3 | 0.294 | 0.83 | −0.265 | 0.065 | −0.086 | 0.13 | −0.029 | 0.305 | 0.179 |
PN1 | −0.009 | 0.065 | 0.975 | −0.044 | −0.019 | −0.09 | −0.011 | 0.183 | −0.014 |
PN2 | −0.029 | 0 | 0.993 | −0.057 | −0.021 | −0.094 | −0.001 | −0.023 | 0.003 |
PN3 | −0.115 | −0.106 | 0.962 | 0.137 | 0.064 | 0.026 | −0.063 | −0.126 | −0.088 |
PN4 | −0.116 | −0.036 | 0.97 | −0.057 | −0.018 | −0.04 | −0.01 | −0.157 | 0.123 |
PN5 | 0.2 | −0.077 | 0.943 | 0.05 | −0.001 | 0.05 | −0.142 | −0.043 | 0.195 |
PN6 | 0.073 | −0.011 | 0.986 | −0.005 | −0.091 | −0.08 | 0.019 | 0.079 | −0.005 |
PE1 | 0.097 | −0.034 | −0.027 | 0.979 | 0.018 | −0.036 | 0.081 | 0.094 | −0.112 |
PE2 | −0.034 | −0.159 | 0.017 | 0.981 | −0.067 | −0.01 | 0.072 | −0.035 | −0.031 |
PE3 | 0.025 | 0.014 | −0.026 | 0.998 | −0.011 | 0.017 | −0.038 | −0.004 | 0.027 |
PE4 | −0.157 | 0.025 | 0.078 | 0.975 | 0.003 | 0.013 | −0.031 | −0.101 | 0.084 |
EE1 | 0.03 | 0.102 | −0.089 | 0.054 | 0.987 | 0.029 | −0.028 | −0.003 | 0.044 |
EE2 | −0.019 | −0.017 | −0.043 | 0.01 | 0.992 | −0.008 | 0.01 | −0.047 | −0.104 |
EE3 | −0.004 | −0.306 | 0.256 | −0.102 | 0.903 | −0.087 | 0.057 | 0.06 | −0.032 |
EE4 | −0.099 | 0.085 | 0.009 | −0.073 | 0.987 | 0.029 | 0.013 | −0.031 | −0.019 |
SI1 | 0.11 | 0.01 | −0.068 | 0.153 | 0.057 | 0.978 | 0.006 | 0.002 | −0.028 |
SI2 | −0.003 | 0.036 | −0.002 | 0.047 | 0.01 | 0.997 | −0.028 | −0.025 | −0.03 |
SI3 | −0.061 | −0.057 | 0.027 | −0.381 | −0.112 | 0.879 | 0.069 | 0.114 | 0.209 |
SI4 | −0.046 | −0.106 | 0.146 | −0.24 | −0.053 | 0.745 | 0.273 | 0.027 | −0.113 |
SEFF1 | 0.037 | −0.036 | 0.085 | 0.141 | −0.033 | −0.056 | 0.982 | 0.05 | 0.013 |
SEFF2 | 0.023 | −0.02 | 0.083 | −0.11 | 0 | −0.079 | 0.986 | 0.043 | −0.006 |
SEFF3 | 0.052 | 0.063 | −0.173 | −0.084 | −0.038 | 0.068 | 0.959 | −0.147 | 0.092 |
SEFF4 | −0.115 | 0 | 0.003 | −0.049 | 0.082 | 0.057 | 0.98 | 0.049 | −0.104 |
PB | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 |
INT1 | −0.009 | 0.011 | −0.005 | 0.081 | 0.012 | 0.048 | −0.05 | −0.14 | 0.984 |
INT2 | 0.006 | −0.007 | 0.003 | −0.041 | −0.004 | −0.025 | 0.025 | 0.069 | 0.996 |
INT3 | −0.066 | 0.054 | −0.022 | 0.115 | −0.049 | 0.098 | −0.049 | −0.13 | 0.973 |
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Udo, G., Bagchi, K. & Maity, M. Exploring Factors Affecting Digital Piracy Using the Norm Activation and UTAUT Models: The Role of National Culture. J Bus Ethics 135, 517–541 (2016). https://doi.org/10.1007/s10551-014-2484-1
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DOI: https://doi.org/10.1007/s10551-014-2484-1