This paper investigates antecedents and consequences of intention to pirate or pay for digital products, including software, songs, and movies among Thai young consumers. According to the statistics around the world, young consumers are highly involved in digital piracy. Thailand is also one of the top 5 countries which economically lose from digital piracy. Perceived cost of licensed products, available resources to pirate, ethics, and idolatry of individuals are examined their relationships to pirate or purchase intention. Both effects of intention to download or buy legally and illegally on the behavior are measured. Regression analysis finds resources, moral engagement, and liking content owners to be substantive. The affordable costs of software, songs, and films are also studied to guide copyright owners in price settings. The report ends with practical implications for parents, peers, and copyright owners.
展开▼
