Mateja Kos Koklic

Predicting consumer digital piracy behavior

Purpose – The purpose of this paper is to investigate consumer perceptions of personal risk and benefits of digital piracy behavior as determinants of ones justification for such behavior and the consequent future piracy intention. Temporal effects of rationalization in shaping future piracy intent are also addressed.Design/methodology/approach – A conceptual model was developed using counterfeiting and piracy literature. Data were gathered via mail and online survey of adults in five European Union countries. The model was tested on pooled sample using confirmatory factor analysis and structural equation modeling.Findings – Rationalization mediates the relationship between perceived benefits and piracy intention, but not between perceived risk and intention. Both perceived risk and benefits affect piracy intent, with risk reducing it and benefits increasing it. Rationalization of past behavior increases future digital piracy intent.Research limitations/implications – Risk measure was limited to technica...

The study of perceived adverse effects of digital piracy and involvement: insights from adult computer users

In this study, we focus on two sets of expected negative consequences of engaging in digital piracy among the seldom studied adult computer users rather than student population. We delve into the role of perceived risk and moral intensity as drivers of consumers’ attitudes and behavioural intentions, and explore the rarely examined moderating effect of issue involvement on the relationship between the attitude and intention to pirate. The dominant attitude–behaviour theory is extended with an ethical decision-making theoretical perspective. The hypotheses are tested via mail survey data from a random sample of adult consumers using structural equations modelling. The results of this cross-sectional study show unfailing support for the relationships proposed in our model. Our findings suggest that, in addition to perceived risk, moral intensity (i.e. the expected consequences for others), has a particularly strong total effect on the intention to pirate, and that consumer involvement in illegally downloading files is a salient factor moderating the relationship between attitudes and behavioural intentions. Based on this pattern of results, we offer theoretical and practical implications.

The role of subjective knowledge and perceived consequences in shaping attitude and intention toward digital piracy.

Abstract Digital piracy represents a significant threat, especially to music, film and software industry worldwide. In order to provide insights into consumer behavior related to digital piracy, this study aimed at developing and empirically testing the role of subjective knowledge and three types of expected consequences (i.e., perceived benefits, moral intensity, perceived risk) as antecedents of attitude toward digital piracy and intention to pirate digital content. In view of the existing literature, the purpose of this research was twofold: (a) to develop a conceptual model of consumer’s attitude and intention to pirate, and (b) to empirically test the role of subjective knowledge, perceived benefits, moral intensity and perceived risk as antecedents of consumers’ attitude toward pirating, as well as the role of subjective knowledge, perceived benefits, and attitude as antecedents of intention to pirate. The hypotheses were tested by collecting data via self-administered mail survey sent to an initial sample of 10,000 adult consumers in Slovenia, yielding a usable random sample of 843 consumers. The data were analyzed using structural equation modeling. The results of the study show that moral intensity and perceived risk do not play an important role in shaping one’s attitude toward piracy, while subjective knowledge and perceived benefits exhibit a statistically significant impact upon both, attitude toward digital piracy and intention to pirate. In addition, consistent with previous studies, attitude is a significant predictor of behavioral intention. Taking into consideration the specifics of the selected context, it is hoped that this study contributes to a better understanding of the demand side of digital piracy.

Going Beyond Green: Exploring Sustainability in Slovenia

Abstract The aim of this chapter is to explore sustainability research and findings in Slovenia, including Slovenia’s paths toward sustainable future on three different levels: situational or macro-level, transformational or mezzo-level and action formation or micro-level. Changes toward sustainability can only be made through the interaction of all levels. Besides the economic situation, both environmental and social dimensions are also important parts of sustainability. Slovenian consumers tend to be aware of sustainability issues and have formed positive attitudes about this concern, which is also reflected at the macro-level indices, indicating Slovenia’s sustainable position compared to other countries in Eastern and Southern Europe. Some sustainability guidelines, albeit not necessarily systematic activities, are adopted by companies and thus are moving the Slovenian economy forward in this area. This chapter can serve as a basis to develop some general pointers of how sustainability in Slovenia can be further addressed and developed.

Interplay of the drivers and deterrents of leisure counterfeit purchase intentions

AbstractDrawing on complementary theoretical perspectives, in this study we empirically investigate the drivers and deterrents underlying the formation of attitudes to leisure counterfeits and purchase intentions, and examine rationalization as a moderator of the attitude-intention relationship. The research model is examined via mail survey data of adult consumers using structural equations modelling. The findings indicate that perceived benefits and moral intensity significantly influence attitudes, while the impact of performance risk is negligible. The attitude and moral intensity significantly predict the purchase intention. Our analyses confirm rationalization as a salient factor moderating the relationship between attitude and behavioral intention. Based on this pattern of results, we discuss study implications in three areas: the perception of positive consequences for oneself, the perception of consequences for others, and the use of previously rarely examined consumer justifications. The finding...