Digital Piracy: Factors that Influence Attitude Toward Behavior

Attitude toward digital pirating is influenced by beliefs about the outcome of behavior, happiness and excitement, age, the perceived importance of the issue, the influence of significant others, and machiavellianism.

Abstract

A new form of software piracy known as digital piracy has taken the spotlight. Lost revenues due to digital piracy could reach $5 billion by the end of 2005.Preventives and deterrents do not seem to be working – losses are increasing. This study examines factors that influence an individual’s attitude toward pirating digital material. The results of this study suggest that attitude toward digital pirating is influenced by beliefs about the outcome of behavior (cognitive beliefs), happiness and excitement (affective beliefs), age, the perceived importance of the issue, the influence of significant others (subjective norms), and machiavellianism. Given these results, measures can be developed which could alter attitudes toward digital piracy.