Title: Predictors of digital piracy behaviour among British lecturers/senior lecturers and postgraduate students: a mixed-method approach

Authors: Dafnis N. Coudounaris; Anna-Maria Christofi

Addresses: Department of Marketing, Hanken School of Economics, Kirjastonkatu 16, 65100 Vaasa, Finland; University of London, Senate House, Malet Street, London, WC1E-7HU, UK ' Department of Business and Public Administration, University of Cyprus, University Avenue 1, Aglantzia 2109, Cyprus

Abstract: This study investigates and explores the antecedents of digital piracy behaviour of young individuals, which is an unlawful activity. The study is based on a mixed-method approach. Study 1 is a quantitative one and is focused on 100 university lecturers/senior lecturers, while study 2 is a qualitative one based on ten mature university postgraduate students. The findings of study 1 show that peer influence impacts on the decision to illegally download and that companies will lose a lot when people download illegally. Moreover, lecturers/senior lecturers would expect to receive punishment, i.e., a fine, caution, internet ban, and a warning from affected companies. The findings of study 2 show that different moral views, social influences, and legislation affect attitudes related to digital piracy. Factors such as legislation, safety risk, the availability of copied material, the package offered, and the convenience of internet users had moderating effects between antecedents and digital piracy.

Keywords: digital piracy behaviour; sanctions fear theory; moral views; social influences; legislation; music and software industries; mixed-method approach.

DOI: 10.1504/IJEXPORTM.2022.130503

International Journal of Export Marketing, 2022 Vol.5 No.3/4, pp.402 - 437

Received: 18 Nov 2022
Accepted: 15 Feb 2023
Published online: 24 Apr 2023 *

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