Pirates, mercenaries, scouts and saints: a segmentation approach to understanding digital downloading Online publication date: Mon, 30-Jun-2014
by Victor J. Massad; Brianna Risch; Joanne M. Tucker
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 7, No. 2, 2013
Abstract: Previous studies have shown that the attitudinal predictor opportunism and the demographic predictor age are correlated to the phenomenon of illegal digital downloading, or digital pirating. A framework for understanding digital pirates based on these two constructs is developed. Internet users are classified into four groups - pirates, mercenaries, scouts and saints. Four hypotheses are proposed: 1) that there will be no significant gender differences between pirates and the remainder of internet users; 2) that there will be significant differences between mercenaries and the remainder; 3) that pirates will exhibit the lowest propensity to pay for digital material; 4) that saints will exhibit the greatest propensity to pay for digital material. The first of the hypotheses was not supported. The latter three hypotheses were supported. Each of the cohorts is profiled and implications are discussed.
Online publication date: Mon, 30-Jun-2014
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org