Objective of this work is to explore the antecedents and consequences of the digital piracy, adapting the theory of reasoned action. This paper focuses on Thai youths’ piracy behavior since Thailand has a high piracy rate and young consumers are the main piracy group. Qualitative approach with survey questionnaires is applied. Two hundred and twenty three samples are collected. Findings reveal that three important factors to the intention to download or buy illegitimate products are subjective norms, attitudes towards digital piracy, and perceived moral obligation. High perceived moral obligation also lower the subjective norms and attitudes towards the digital piracy. The general intention to commit digital piracy has significant influence on downloading or buying software, movies, and music. Female youths have less intention to pirate than male youths. Implications for copyrighted owners, parents, and teachers are discussed.
Thongmak, Mathupayas, "Youth's Intention To Pirate Digital Products: Antecedents And Consequences" (2014). UK Academy for Information Systems Conference Proceedings 2014. 6.