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This paper explores consumer behaviour associated with the possibility of online music piracy. A research model has been systematically developed to examine a number of variables in relation to consumer attitudes towards online music piracy. The model has also been tested using empirical data collected from individual consumers. The results show that music content, Internet skill, convenience and potential penalty are major factors of individual attitudes towards online music piracy. In addition, these factors together with subjective norms have significant impacts on individual intentions to obtain music products through unjustified online channels. The findings have practical implications for managing online digital music products and services.