DVD pirating intentions: Angels,devils, chancers and receivers

Digital piracy is perceived as a considerable problem by the film industry, and numerous preventative strategies have been introduced, but so far with limited success. This paper explores DVD piracy in particular, and focuses on identifying different types of pirating behaviour and the antecedents to this behaviour. Four distinct types of ‘pirates’ were identified, based on a cross‐sectional sample of UK adults. These groups were serious pirates (‘Devils’), opportunists (‘Chancers’), receivers (‘Receivers’) and non‐pirates (‘Angels’). A structural equation modelling approach was used to establish the importance of key antecedents for the overall sample and the four sub groups. The base model fitted the overall sample very well as for the sub group ‘Chancers’, but as expected, there were significant differences in model fit and the importance of key variables between the different behaviour types. The construct of ‘perceived harm’ emerged as an important differentiator in all models. The results suggest that targeting anti‐pirating measures specifically at different types of behaviour and their antecedents may increase the effectiveness of such measures and also assist with the efficient allocation of limited resources in this area. Copyright © 2011 John Wiley & Sons, Ltd.