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How ethical and political identifications drive adaptive behavior in the digital piracy context

机译：道德和政治认同如何推动数字盗版背景下的适应性行为

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Abstract Today, digital piracy remains a growing challenge for both legislators and businesses operating in the entertainment industry. This study explores when and why consumers make trade‐offs between illegal and legal streaming services. By drawing on protection motivation theory, we find that consumers' threat and coping appraisals increase their adaptive behavior, i.e., lower intention to consume illegal and higher intention to consume legal streaming services. We also show that the strength of consumers' inherent ethical (relativism) and political (economic liberalism) identities conditions adaptive behavior through social identity theory. We find that low relativism strengthens the adaptive behavior through threat appraisal, while economic liberalism strengthens the adaptive behavior through coping appraisal. Our robustness checks show that these results hold when the model accounts for the level of consumers' digital piracy attitudes. We used a scenario‐based approach to test our hypotheses and surveyed 244 consumers who use streaming services. Our study contributes to the literature by showing that consumers' adaptive behavior envisioned through protection motivation theory can be weakened or strengthened by their ethical and political identities.
机译：抽象的今天,数字盗版仍然是一个增长立法者和企业的挑战操作在娱乐行业。研究探讨了何时以及为什么消费者贸易重心偏移之间的非法和合法的流服务。理论,我们发现消费者的威胁和应对评估增加适应性行为,也就是说,低消费非法和意图更高的消费法律意图流服务。消费者的内在道德(相对论)政治(经济自由主义)的身份通过社会环境适应性行为身份理论。通过威胁加强适应性行为评价,而经济自由主义的加强自适应行为应对评估。我们的鲁棒性检查显示这些结果当模型占的水平消费者的数字盗版的态度。基于场景检测的方法来测试我们的假设和调查了244名消费者使用流媒体服务。通过证明消费者的适应性行为设想通过保护动机理论可以削弱或加强他们的道德吗和政治身份。

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