The Effects of Artist Adoration and Perceived Risk of Getting Caught on Attitude and Intention to Pirate Music in the United States and Taiwan |
| |
Authors: | Jyh-Shen Chiou Hsiao-I Cheng Chien-Yi Huang |
| |
Affiliation: | 1. Department of International Business , National Chengchi University jschiou@nccu.edu.tw;3. Department of International Business , National Chengchi University;4. Department of Infant and Child Care , National Taipei University of Nursing and Health Sciences |
| |
Abstract: | Piracy is the greatest threat facing the global music industry today. This study explores the effects of artist adoration and the perceived risk of being caught on the attitude and intention to engage in pirating a digital song among college students. The moderating effect of cultural environment factor is also examined. Experiments using between-group factorial designs were conducted in the United States and Taiwan. The results show that perceived risk of getting caught and cultural environment are important factors that can significantly affect the attitude and intention toward downloading unauthorized music. In addition, a two-way (Perceived Risk × Culture) and a three-way interaction in the model are also observed. |
| |
Keywords: | music piracy illegal download artist adoration perceived risk cultural effects |
|